Ponencia
Marketing Communication as a Precedent for Brand Equity
Autor/es | 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 de publicación | 2004 |
Fecha de depósito | 2019-09-30 |
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 ... 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 whopurchased the chosen lasting goods, which in this case was a washing machine. |
Cita | Villarejo Ramos, Á.F. y Sánchez Franco, M.J. (2004). Marketing Communication as a Precedent for Brand Equity. En 4TH EUROPEAN MARKETING TRENDS CONGRESS, Paris. |
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