This study
investigates the impact of promotional offers on consumer perceptions of brand
personality and their subsequent behavioral intentions. Research employs a
between-subjects design with two conditions: exposure to an advertisement with
a promotional offer versus no offer. The results reveal that promotional offers
significantly affect perceptions of several brand personality traits, notably
reducing the perception of traits such as 'spirited', 'outdoorsy', and 'upper
class'. Moreover, the study examines how individual differences in consumer
price sensitivity and brand affinity moderate these effects, indicating that
the impact of promotional offers varies across different consumer segments.
Mediation analyses further demonstrate that the perceived changes in brand
personality traits due to promotional offers significantly mediate the
relationship between advertising conditions and consumer responses, such as
willingness to pay a premium and likelihood of visiting the brand's retail
outlets. These findings suggest that promotional offers can alter consumer
perceptions of brand personality. This study provides essential insights for
marketers on how promotional strategies can be optimized to influence consumer
attitudes and behaviors effectively, offering a nuanced understanding of the
interplay between promotional offers, brand personality perception, and
consumer behavior.
