Dissertations, Theses, and Capstone Projects
Date of Degree
6-2026
Document Type
Doctoral Dissertation
Degree Name
Doctor of Philosophy
Program
Business
Advisor
Lauren Block
Subject Categories
Business | Marketing
Abstract
In cluttered retail environments, marketers must often decide whether to showcase a brand alone in a single-brand promotion, or alongside other brands in a multi-brand promotion. Prior research has explored the role that different retail promotions play in consumers’ choice contexts. This research explores how multi-brand promotion versus single-brand promotions impact consumers’ purchase behavior. Study 1 uses secondary scanner data to show that multi-brand promotions lead to significantly higher sales of the promoted product compared to single-brand promotions. Study 2 replicates our secondary data findings in a quasi-field study with actual choice behavior. A series of lab studies again confirm that multi-brand (vs. single-brand) promotions lead to increased purchase interest for a brand’s product. We provide evidence that this effect is driven by visual distinctiveness, or the extent to which a product stands out in its visual environment. The findings from this research offer theoretical contributions to the current literature on merchandising strategies, distinctiveness, and consumer choice. Importantly, this research offers easily implementable managerial guidance for maximizing the effectiveness of visual (i.e., in-store, flyers) promotions.
Recommended Citation
Paul Austin, Melanie Isabel, "The Impact of Multi-Brand Promotions on Visual Distinctiveness and Consumer Choice" (2026). CUNY Academic Works.
https://academicworks.cuny.edu/gc_etds/6622
