The effect of sales promotion on postpromotion brand preference: A meta-analysis

Abstract The benefit of sales promotions is that they induce choice. However, this benefit may be offset by undermining preference for the brand when it is no longer promoted. Despite the fact that sales promotions have long been employed in marketing practice and researched academically, a clear understanding of the impact of sales promotion on post-promotion brand preference continues to evade brand managers and marketing scholars alike. This manuscript attempts to provide insight on the effects of sales promotions on brand preference by integrating results from 51 studies on the subject. Our meta-analysis suggests that, on average, sales promotions do not affect post-promotion brand preference. However, depending upon characteristic of the sales promotion and the promoted product, promotions can either increase or decrease preference for a brand. The empirical results provide insights for crafting promotion strategy and for understanding the process by which promotions influence brand preference

Le « marquage brevet » comme stratégie de signalisation : influence sur l’innovation perçue des produits et sur leur adoption

“Patent marking” as a signaling strategy: Impacts on perceived product innovativeness and innovation adoption • Research purposes Patent marking allows companies to communicate information to consumers about inventions implemented in their products. However, no research explored how customers react to such signalling strategy. This article explores under which conditions the patent marking acts as a signalling or communication strategy to promote the adoption of innovative products. • Method An experimental study, based on products of different categories, was conducted with a representative sample of the French population (N=547). • Results We show that patent marking enhances the perception of the constitutive dimensions of perceived product innovation (i.e., novelty and utility) by activating an inference in consumers’ minds about the firm’s ability to develop inventive, non-imitative, and technically superior products. As a result, consumers respond favourably, in terms of purchase intentions and propensity to pay a premium price, to products subject to patent marking. Our results also show that these effects vary according to consumer profile. • Managerial implications Our results suggest that managers and entrepreneurs can use the patents protecting inventions embedded in their innovative products to make observable the technological benefits and attributes of the latter and thus facilitate their adoption by consumers. • Originality The originality of this article is twofold. On the one hand, it suggests patent marking as a novel strategy for signalling innovative products and explains to what extent it contributes to the construction of their innovativeness as perceived by consumers. On the other hand, it shows that patent marking allows crossing the chasm separating the niche market from the mass market by promoting the adoption of innovation by pragmatic consumers

The dynamics of innovation contest experience: An integrated framework from the customer’s perspective

International audienceGetting customers to actively participate in company-sponsored innovation contests is increasingly crucial. While much of the extant research on innovation contests is understandably focused on company benefits, relatively less is known about the innovation contest experience (ICE) from a customer perspective. This research extends the innovation contest literature by developing an integrated framework for evaluating contest experiences. Based on a mixed method approach, this study investigates the role of an understudied variable, namely perceived challenge (PC) of the innovation task, and its influence on ICE. Results indicate that PC has a direct positive (quadratic) influence on ICE, that PC negatively moderates the effect of extrinsic motivation on ICE as well as the effect of intrinsic motivation on ICE. This study also reveals an interaction effect between extrinsic and intrinsic motivation, showing a moderating effect of extrinsic motivation on the link between intrinsic motivation and ICE. Both short-term and long-term outcomes of ICE are modeled and tested. Results indicate that a positive ICE leads to a greater customer willingness to participate in subsequent contests and to an enhanced company reputation for innovation

Is total community viral load a robust predictive marker of the efficacy of the TasP strategy?

International audienceA mild but significant association between a decrease in the total community viral load (CVL) and a decrease in the number of new HIV diagnoses was observed between 2005 and 2010 in the population of northern and eastern France. This result suggests that CVL could be used as robust marker of the efficacy of the "Treatment as Prevention" strategy, and it may even be stronger if a large number of undiagnosed patients and early HIV infection cases indicated by extend screening are included in the CVL measurement

Firm Innovativeness and its Performance Outcomes: A Meta-analytic Review and Theoretical Integration

Drawing on the chain-of-effects model as a unifying framework, this meta-analysis indicates that firm innovativeness indirectly affects firm value through its effects on market position and financial position. In addition, the findings suggest that innovativeness has direct positive effects on financial position and firm value. Moreover, the metaanalysis provides evidence of reverse causality in the innovativeness–firm value relationship. Importantly, the results also reveal that the positive effects of firm innovativeness on market position and financial position are stronger for larger firms, for firms that invest more in advertising, for firms in high-tech industries, for innovativeness outputs and for radical innovations. Finally, the meta-analytic evidence also indicates that the relationship between innovativeness and firm value is stronger for smaller firms, for firms that invest more in advertising, for firms in lowtech industries, for innovativeness inputs, for innovativeness culture, and for radical innovations

Familiarity and competence diversity in new product development teams: Effects on new product performance

New product development teams, Team diversity, Familiarity, Instrumental use of information,