ABSTRACT Companies employ giveaways primarily to create awareness and strengthen their brands. Little academic research has examined the effectiveness of giveaways, however. This article reports the results of two studies on giveaways9 effectiveness. The first, a laboratory experiment with 678 respondents, found that giveaways of low quality may have a negative impact on consumers9 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 showed that companies can benefit from giveaways as long as they are personalized.

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为什么便宜，低质量的赠品对品牌不利

摘要公司主要使用赠品来提高知名度和增强品牌。然而，很少有学术研究检查赠品的有效性。本文报告了关于赠品有效性的两项研究的结果。第一项是对678名受访者的实验室实验，发现低质量的赠品可能会对消费者对赞助商品牌的态度产生负面影响。结合某些类型的赠品，负面影响甚至更大。幸运的是，第二项研究的结果带来了一线希望：一项针对104位受访者的实验表明，只要个性化，公司就可以从赠品中受益。