The impact of brand personality and sales promotions on brand equity

被引：108
|
作者：
Valette-Florence, Pierre [2 ]
Guizani, Haythem [3 ,4 ]
Merunka, Dwight [1 ,5 ]
机构：
[1] Univ Paul Cezanne Aix Marseille, IAE Aix En Provence, CERGAM, F-13540 Clos Guiot, Puyricard, France
[2] Univ Grenoble, IAE Grenoble, CERAG, Grenoble, France
[3] Wesford Business Sch, Grenoble, France
[4] CERAG, Grenoble, France
[5] Euromed Management, Marseille, France
来源：
JOURNAL OF BUSINESS RESEARCH | 2011年 / 64卷 / 01期
关键词：
Brand personality; Promotional deals; Brand equity; Finite mixture-PLS models; LONG-TERM IMPACT; PRICE PROMOTIONS; CHOICE; FRAMEWORK; CONSUMERS; BEHAVIOR; COUPON;
D O I：
10.1016/j.jbusres.2009.09.015
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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 (C) 2009 Elsevier Inc All rights reserved
引用
收藏
页码：24 / 28
页数：5
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