Through giveaways, companies primarily expect to create awareness and strengthen their brands. However, little academic research has examined the effectiveness of giveaways. This paper reports the results of two studies on giveaways’ effectiveness. The first study, a laboratory experiment with 678 respondents, finds that giveaways of low quality may have a negative impact on consumers’ attitude toward the sponsor brand. In combination with certain types of giveaways, the negative effect is even stronger. Fortunately, results of a second study offer a ray of hope: an experiment with 104 respondents shows that companies can benefit from giveaways as long as the giveaways are personalized.
|Journal||Journal of Advertising Research|
|Publication status||Accepted/In press - Nov 2019|