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The impact of marketing communication and price promotion on brand equity

Opened Access The impact of marketing communication and price promotion on brand equity

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Título Alternativo: Marketing communication as a precedent for brand equity. An examination into the market of durable products
Autor: Villarejo Ramos, Ángel Francisco
Sánchez Franco, Manuel Jesús
Departamento: Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Fecha: 2005
Publicado en: The Journal of Brand Management, 12 (6), 431-444.
Tipo de documento: Artículo
Resumen: In this paper we establish a theoretical and empirical basis that shows the influence of marketing communications, as a marketing effort, on the determination of the product’s brand equity. The theoretical review supports applying analysis techniques based on structural equations models, to empirically confirm the relationship between marketing communication efforts and the dimensions of brand equity: perceived quality, brand loyalty, brand awareness and brand image. This measurement model is verified on a sample group of families who purchased the chosen lasting goods, which in this case was a washing machine.
Tamaño: 108.1Kb
Formato: PDF

URI: http://hdl.handle.net/11441/36518

DOI: 10.1057/palgrave.bm.2540238

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