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ERIC Number: ED308554
Record Type: Non-Journal
Publication Date: 1989-Aug
Pages: 27
Abstractor: N/A
Reference Count: N/A
Investigating the Relationship between Coupon Collecting and Top-of-Mind Brand Awareness.
Pokrywczynski, Jim
To determine if coupon collecting has any influence on product information processing like brand awareness, and to understand better the coupon collecting process, an exploratory study examined the relationship between coupon-collecting behavior and brand awareness for the coupons collected. Subjects, 152 randomly chosen respondents from a Midwest city telephone directory, were asked about coupon-collecting behavior during a 7-day period. Results indicated that nearly three-fourths of respondents mentioned the brand they collected a coupon for as their top-of-mind brand for various product categories, suggesting that a relationship may exist between these factors. (One figure and four tables of data are included, and 31 references are appended.) (MS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A