Resumen de The quality of internet-user recall: : a comparative analysis by online sales-promotion types

Esmeralda Crespo Almendros, Salvador del Barrio García

• The present study investigates whether different online sales promotion types influence Internet-user recall quality and help create brand awareness. The work also analyzes whether the quality of recall depends on whether or not the Internet-user clicks on the promotional banner. Based on a sample of 676 individuals, the authors found that nonmonetary online sales promotions (i.e. free gifts) generated a higher level of brand and product recall, while monetary online sales promotions (i.e. price discounts) generated a higher level of product recall. The implications of this study will help managers offer the online incentives that best align with their business objectives.