Perception of Brand and Consumption Conspicuous

What is it about?

this study aims to analyze the moderating effects of the type of promotion in the relations between conspicuous consumption and brand perception in the intention to purchase a product on offer. For this, we applied a laboratory experimental survey of three hundred and three respondents, with simulating the intention of netbook purchases that were on offer.

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Why is it important?

The results present a discussion of monetary and non- monetary promotion acting as moderators in brand awareness and predisposition to conspicuous consumption. With regard to brand awareness, it is not recommended to use too much of monetary campaigns, as is the case off, in traditionally recognized brands, because it may cause in the long run, a depreciation of the image. On the other hand, the non-monetary campaigns possibly not bring these negative effects, whereas these actions will add unique value to the product, without manipulating the traditional price.