When value- and experience-related trade promotions influence retailers’ sales: the moderating role of retail format strategy and channel structure

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dc.contributor.authorDANNY PIMENTEL CLARO
dc.contributor.authorVieira, Valter Afonso
dc.contributor.authorAgnihotri, Raj
dc.contributor.authorSerer, Rafael Rizzo
dc.coverage.paisNão Informadopt_BR
dc.creatorVieira, Valter Afonso
dc.creatorAgnihotri, Raj
dc.creatorSerer, Rafael Rizzo
dc.date.accessioned2022-12-21T23:32:02Z
dc.date.available2022-12-21T23:32:02Z
dc.date.issued2021
dc.description.notesTexto completopt_BR
dc.description.otherPurpose As manufacturers and retailers aim to increase return on marketing investments, value- vs experience-related trade promotions gain attention. These two trade promotions become complicated in the presence of different retail format strategies (generalist vs specialist) and channel structures (direct to retailer vs distributors). Building on trade promotion literature, this study aims to show the main effect of value-related and experience-related trade promotions on retailers’ sales and the moderating role of different retail strategies and channel structures. Design/methodology/approach The authors use unique panel data from 8 personal care brands with 1,920 observations to test the hypotheses. The authors investigate how consumer goods manufacturer sells products using different channels structures and retail strategies. Estimated panel regressions provide the empirical evidence and robustness analyzes provide extra confidence to the findings. Findings Results reveal higher retail sales when the manufacturer invests in value-related trade promotions rather than experience-related trade promotions. The results also demonstrate how the manufacturer successfully invests in trade promotion by adequately accounting for channel structure and retail strategy. While temporary price reduction’s positive effect on retail sales is enhanced in generalist retailers (e.g. supermarket stores), shelf display’s positive impact is enhanced in specialist retailers (drug stores). Research limitations/implications The authors used unique panel data accounting for 15 months, limiting the findings. The results supported the investment allocation decisions in each period. However, future research may evaluate the effectiveness over a longer period and thoroughly address each investment’s seasonal effects. Practical implications The authors unveil how retailers achieve higher sales with value-related trade promotions when compared to experience-related trade promotions. The authors also shed light on the way manufacturers design their relationships with generalist and specialist retailers by working in direct and indirect channels. Trade promotions yield better results when the direct channel structure couples with a retailer’s generalist strategy. Originality/value The empirical findings help manufacturers achieve success in trade promotions by developing an equitable evaluation to contrast value- and experience-related promotions accounting for generalist and specialist retail strategies and direct and indirect channels.pt_BR
dc.format.extentp. 3099-3128pt_BR
dc.format.mediumDigitalpt_BR
dc.identifier.doihttp://dx.doi.org/10.1108/EJM-10-2020-0762pt_BR
dc.identifier.issue12pt_BR
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/5137
dc.identifier.volume55pt_BR
dc.language.isoInglêspt_BR
dc.publisherEmerald Group Publishing Ltdpt_BR
dc.relation.ispartofEuropean Journal of Marketingpt_BR
dc.rights.licenseO INSPER E ESTE REPOSITÓRIO NÃO DETÊM OS DIREITOS DE USO E REPRODUÇÃO DOS CONTEÚDOS AQUI REGISTRADOS. É RESPONSABILIDADE DOS USUÁRIOS INDIVIDUAIS VERIFICAR OS USOS PERMITIDOS NA FONTE ORIGINAL, RESPEITANDO-SE OS DIREITOS DE AUTOR OU EDITORpt_BR
dc.subject.keywordsTrade promotionspt_BR
dc.subject.keywordsRetail salespt_BR
dc.subject.keywordsMarketing channelspt_BR
dc.subject.keywordsGeneralist retailerpt_BR
dc.subject.keywordsSpecialist retailerpt_BR
dc.titleWhen value- and experience-related trade promotions influence retailers’ sales: the moderating role of retail format strategy and channel structurept_BR
dc.typejournal article
dspace.entity.typePublication
local.identifier.sourceUrihttps://www.emerald.com/insight/content/doi/10.1108/EJM-10-2020-0762/full/html
local.subject.cnpqCiências Sociais Aplicadaspt_BR
local.typeArtigo Científicopt_BR
relation.isAuthorOfPublication4d0421e0-4cc8-4fb3-846a-581a48c752f5
relation.isAuthorOfPublication.latestForDiscovery4d0421e0-4cc8-4fb3-846a-581a48c752f5
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