Abstract
ABSTRACT Offering frequent, attractive promotional offers is one of the most effective and practiced marketing strategies used to achieve competitive advantage through the generation of consumer repurchase intentions (RI). Our experimental study investigates the impact of short-lived surprise deals (SLSD) offered on aspirational out-group brands on consumer repurchase intentions. It also tests the moderating role of self-enhancement goals (SEG) on the impact of the SLSD on the purchase of such aspirational brands from the deal and on th5e mediating paths through peak-transcendent customer experience (TCE) and hope of coming across such short-lived surprise deals on the website again. Our findings reveal that hope is a critical factor in generating repurchase intentions through online short-lived surprise deals. By employing the suggested promotional strategy, online firms would be able to provide a positive consumer experience and generate repurchase intentions. Our findings have significant managerial and theoretical implications.
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