Hardman Group President Contributes on Article for Journal of
Promotion Management

AKRON, Ohio – Hardman Group President Michael Hardman, in conjunction with Deborah L. Owens, assistant professor of marketing at The University of Akron, and Bruce Keillor, professor of marketing and international business at The University of Akron, announced that their scholarly paper, “The Differential Impact of Price-Related Consumer Promotions on Loyal versus Non-Loyal Users of the Brand: A Field Study Investigation,” was published recently in the Journal of Promotion Management.

Utilizing a 22-question mail survey sent to 3,500 recipients, the paper investigates the relationship between brand loyalty, purchase involvement, product experience and their impact on the efficacy of consumer promotions. In the end, the research concluded that sales promotions have applications beyond their traditional role as short-term promotional tools.  In running a promotion, it was found that a company does not make a brand cheaper and that promotions continued building the brand for loyal customers.

“I enjoyed working with Deborah and Bruce on this project and I think that the results we uncovered will provide valuable insight into planning and conducting promotions,” Hardman Group President Michael Hardman said.  “I think that the information we uncovered goes to show that more research into the impact of promotions on purchasing behavior needs to be conducted.”

The Journal of Promotion Management focuses on applied research and planning in promotion management, targeting practitioners in the sectors of advertising, public relations and personal selling, as well as academicians, researchers, and teachers in these areas.  The journal is published quarterly by Hawthorne Press, Inc., in Binghamton, N.Y.

To read this paper in its entirety, Click Here or click on the paper title in the “News” section.  Click Here for more information on the Journal of Promotion Management on the Hawthorne Press, Inc., Web site.