Merchandising/Marketing/Retailing: Branding

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

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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).