Impact of store-level promotions, price consciousness, and brand image on impulse purchase: analyzing the inter-construct interactions and the moderating role of prior knowledge and social influences

Paurav Shukla, Madhumita Banerjee

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Marketing literature has conceptually and empirically established the direct effects of different variables on impulse purchase. However, literature has yet to study the simultaneous interactions between variables influencing impulse purchase. In this paper, we measure the direct effects of store-level promotions, brand image and price consciousness and also examine the interactive effects of store-level promotions and the moderating influence of category familiarity and normative influences. The results demonstrate the importance of simultaneous examination of interplay between different consumer and store level variables.
Original languageEnglish
Title of host publicationAsia-Pacific Advances in Consumer Research
Pages258-265
Number of pages8
Volume9
Publication statusPublished - 2011

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Keywords

  • brand image
  • impulse purchase
  • marketing

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