The Effect Of Free Sample Promotion On Brand Image And Consumer’s Purchase Intention In Food Industry

Purpose – Free sample promotion has been recognized as one of the most effective marketing tool for generating trial and initial and repeat purchase.The aim of this study is to understand the extent to which free sample promotion can influence brand image and consumer’s purchase intention in the food industry.Design/methodology/approach – The study is based on an online quantitative survey of free sample promotion in food industry.Measurement items are adopted from existing marketing literature.SPSS and structural equation modeling(SEM)procedure are applied to evaluate the reliability,convergent validity,and discriminant validity of the scales.The impacts of free sample promotion on brand image and purchase intention are also examined by using SEM procedure.Findings – The study shows that free sample promotion has a significant positive influence on brand image and purchase intention of food product/brand.Practical implications – The results of this study help brand managers to recognize the important influence of free sample promotion and brand image on consumer’s purchase intention.Several suggestions are put forward for marketers to increase the influence of free sample promotion and build a more favorable brand image in target consumer’s mind.Originality/value – Traditionally,the literature on the relationship between free sample promotion,brand image,and purchase intention is extremely limited.This study develops a conceptual model and provides valuable insight into the relationship among these three items in the food industry.