Why cheap, low-quality giveaways are bad for brands: Quality of freebies drives consumer attitudes, but personalization can help

Companies employ giveaways primarily to create awareness and strengthen their brands. Little academic research has examined the effectiveness of giveaways, however.
Stäbler

MANAGEMENT SLANT

  • Investing in cheap and low-quality giveaways is a waste of money.
  • Consumers more likely will recall sponsor brands of low-quality giveaways than of high-quality giveaways, and low-quality giveaways have a negative impact on

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