Hong Kong millennials’ perceptions and preferences on joint promotion partners

ABSTRACT

The use of partnerships as a creative strategy is particularly popular when targeting millennials, though little is known about millennials’ perceptions and preferences on joint promotions. Using a prosumer perspective, the current study explored this issue with a short survey of 221 participants and a qualitative study of 20 focus group discussions. Insights from the quantitative and qualitative studies indicated that participants were generally positive towards joint promotions and they used a 3S model in selecting joint promotion partners. The results provide information on an emerging trend in marketing communications that may motivate future research on the utility and efficacy of joint promotions that target millennials.

KEYWORDS:

• Brand partnership
• Hong Kong
• interpretation strategies
• joint promotion
• millennials
• 3S model

Acknowledgements

The work presented in this paper was supported by a grant from the Research Grants Council of the Hong Kong Special Administrative Region, China (Project Reference No.: UGC/FDS14/H15/17).

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Fanny Fong Yee Chan

Fanny Fong Yee Chan is an Associate Professor of Marketing at School of Business, The Hang Seng University of Hong Kong. Her research interests include marketing communications, consumer psychology, sustainable consumption and psycholinguistics. Her work has been published in European Journal of Marketing, International Marketing Review, International Journal of Advertising, Journal of Business Research, Journal of Cleaner Production, Journal of Product and Brand Management, Journal of Marketing Communications, Journal of Promotion Management, Marketing Intelligence and Planning, Asia Pacific Journal of Marketing and Logistics, The Marketing Review, and others.