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Companies use promotional giveaways – branded pens, mugs, USB sticks and more — as a way to create awareness and strengthen their brands. Yet, there’s very little empirical research on their effectiveness. A new set of studies shows that consumers react negatively, depending on the quality of the giveaway, but that personalizing the item with the person’s name can help as a targeting strategy.
Samuel Stäbler (firstname.lastname@example.org) is an assistant professor of marketing at Tilburg University in the Netherlands. His research approaches are empirical and quantitative, involving large databases and advanced statistical analyses.