Options
Merchandising/Marketing/Retailing: Branding

May I Have Your Permission? Antecedents of Permission-Granting Intention

Authors
  • Hyunjoo Im (Universtiy of Minnesota–Twin Cities)
  • Young Ha (California State University, Long Beach)

Abstract

It has been noted that everyday low prices (EDLP) tactics help consumers reduce information search and benefit retailers’ business operation (Ellickson, Misra, & Nair, 2012). From the cost-benefit analysis tradition, it is possible that consumers are not willing to sacrifice resources to gain a small amount of discount. However, emergence of mobile technology reduces the cost for information search significantly, and enhances relevance of location-based coupon services, which poses a positive prospect for coupon usage.

Keywords: Permission-based marketing, coupon proneness, privacy risk, mobile coupons

How to Cite:

Im, H. & Ha, Y., (2013) “May I Have Your Permission? Antecedents of Permission-Granting Intention”, International Textile and Apparel Association Annual Conference Proceedings 70(1).

Downloads:
Download pdf
View PDF

208 Views

70 Downloads

Published on
01 Jan 2013
Peer Reviewed
License
Creative Commons Attribution 4.0