Search RebatesQ/A ArchivesJune 2007
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Archive for June, 2007
Do CPG rebates effect brand equity? I am working on a project trying to understand how/if rebates effect brand equity. I am most interested in the kind of rebates that you see in drug stores like Walgreens. Do consumers actually use these? Do they reduce the brand’s equity? We are focussed on mail-in and online submissions, validation and reward. In that realm, yes, the rebate can have a significantly negative impact on the brand if the experience is not handled properly as, in the consumer's eyes, they are dealing directly with that brand. If they feel they've been treated unfairly, or worse - ripped off, they will likely think twice about purchasing that brand next time.
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