Szabó-Douat, TeodóraHallin, Gabriel Wilhelm Malcolm2025-02-202025-02-202025-02-13http://hdl.handle.net/10362/179408Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsPrice promotions are a staple of modern marketing, utilised by marketeers globally. This thesis explores the effects of continuous versus periodic price promotions on consumer perceptions on brand image and perceived product quality, addressing a gap in previous literature. In today’s competitive landscape, understanding how the frequency of promotions affects the brand is crucial for managers, CEOs and stakeholders. Through an experimental approach, this study presented 103 participants to promotions featuring either continuous or periodic price promotions, and surveyed their responses on brand image, perceived product quality and attitudes towards encountered promotion strategy. The findings reveal that while no significant difference was observed in brand image and perceived product quality – respondents perceived the brand applying continuous promotion strategy as less unique, prestigious and marginally cheaper. This research not only deepens our understanding of price promotion strategy but also lays a strong foundation for future researchers to expand upon.engSales promotionContinuous promotionPeriodic promotionBrand imagePerceived product qualityExperimental design researchSleep industrySDG 9 - Industry, innovation and infrastructuremaster thesis203921836