The impact of brand personality and sales promotions on brand equity
| Autor: | Haythem Guizani, Dwight Merunka, Pierre Valette-Florence |
|---|---|
| Přispěvatelé: | Marketing, Centre d'études et de recherches appliquées à la gestion (CERAG), Centre National de la Recherche Scientifique (CNRS)-Université Pierre Mendès France - Grenoble 2 (UPMF)-Centre National de la Recherche Scientifique (CNRS)-Université Pierre Mendès France - Grenoble 2 (UPMF)-Université Pierre Mendès France - Grenoble 2 (UPMF)-Université Grenoble Alpes - Institut d'Administration des Entreprises (UGA IAE), Université Grenoble Alpes [2016-2019] (UGA [2016-2019])-Université Grenoble Alpes [2016-2019] (UGA [2016-2019]), Audencia Recherche, Audencia Business School, Centre d'Études et de Recherche en Gestion d'Aix-Marseille (CERGAM), Aix Marseille Université (AMU)-Université de Toulon (UTLN) |
| Jazyk: | angličtina |
| Rok vydání: | 2011 |
| Předmět: |
Marketing
business.industry Brand awareness media_common.quotation_subject sales promotions 05 social sciences Advertising brand equity Marketing mix Brand management Brand extension Sales promotion The impact of brand personality Perception 0502 economics and business Personality [SHS.GESTION]Humanities and Social Sciences/Business administration 050211 marketing Brand equity business 050203 business & management ComputingMilieux_MISCELLANEOUS media_common |
| Zdroj: | Journal of Business Research Journal of Business Research, Elsevier, 2011, Vol. 64, (n°1,), p. 24-28 Journal of Business Research, Elsevier, 2011, 64 (1), pp.24-28. ⟨10.1016/j.jbusres.2009.09.015⟩ |
| ISSN: | 0148-2963 |
| DOI: | 10.1016/j.jbusres.2009.09.015⟩ |
| Popis: | This research assesses the relative impact of a long-term brand management instrument (brand personality) and a short-term marketing mix instrument (sales promotions) on brand equity formation. The authors measure consumer perceptions of promotional intensity and brand personality and model their impact on brand equity. They find a positive impact of brand personality and a negative impact of sales promotion intensity on brand equity at the aggregate level. In line with research that identifies varying consumer responses to promotional deals, this study posits that the relative impact of the two elements varies across consumer groups. Three homogeneous consumer groups differ according to the relative impact of brand personality and consumer promotions on brand equity, following an application of a finite mixture partial least squares procedure. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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