The impact of marketing communication and price promotion on brand equity
The impact of marketing communication and price promotion on brand equity
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营销传播和价格促销对品牌资产的影响
DOI：
10.1057/palgrave.bm.2540238
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发表时间：
2005
期刊：
影响因子：
--
通讯作者：
M. J. Sánchez
中科院分区：
文献类型：
--
作者：
Ángel F VILLAREJO;M. J. Sánchez
本文建立了一个理论和实证基础，表明营销传播和价格促销对品牌资产的影响。理论回顾支持应用基于结构方程模型的分析技术，以实证的方式确认营销传播努力和品牌资产的维度之间的关系：感知质量，品牌忠诚度，品牌知名度和品牌形象。这一测量模型在一组购买耐用品的家庭样本中得到了验证-在这种情况下是一台洗衣机。研究结果表明，营销传播对品牌资产有显著的正向影响，并支持感知质量、品牌忠诚、品牌知名度和品牌形象是品牌资产的前因变量。
This paper establishes a theoretical and empirical basis that shows the impact of marketing communications and price promotion on brand equity. The theoretical review supports applying analysis techniques based on structural equations models to confirm empirically 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 which purchased durable goods — in this case a washing machine. The results indicate the positive effect of marketing communication on brand equity, and offer strong support for the measures of perceived quality, brand loyalty, brand awareness and brand image as antecedents of brand equity.