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NA IMIDZ MARKE. LONG-TERM IMPACT OF SALES PROMOTION ON. BRAND IMAGE. Keywords: marketing communications, sales promotion, brand image. ABSTRACT. Sales promotion .. 4, 1996, pp. 379-394. 4. Buchanan, L., Simmons, C.J., Bickart, B.A.: Brand equity dilution: retailer display and context brand effects,.
Abstract: In the recent years, retail industry in Iran has faced an increasing competition and this has encouraged the managers of chain stores to find ways to differentiate their own companies. One of the influential factors in this field is brand equity. Concerning this issue, the aim of this paper is to examine the effectiveness
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detrimental effect on brand equity because it negatively affects brand associations and quality perceptions (Aaker whereas a large number of studies find a negative promotional impact on brand equity (e.g. Buil 331-352. Gupta, S. (1988), “Impact of sales promotions on when, what, and how much to buy", Journal of.
ABSTRACT. This study explores the relationships between two marketing mix elements -advertising and sales promotions- and brand equity creation. In particular, the study focuses on advertising from a quantitative (advertising spending) and qualitative (general perceptions of advertising) perspective. Similarly, the study
THE EFFECTS OF PROMOTIONS ON BRAND IMAGE: Different types of promotional tools may have different effects on sales, profitability or brand equity. (Srinivasan &Anderson, 1998). In the analyses of these differences numerous studies distinguish between monetary and non-monetary promotions because each of
21 Dec 2017 Full-text (PDF) | 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 personalit
Journal of Business Studies Quarterly. 2012, Vol. 4, No. 1, pp. 64-73. ISSN 2152-1034. Review the Impact of Advertising and Sale Promotion on. Brand Equity Key words: Advertising, Sale Promotion, Brand Equity, Brand. Introduction .. reduction of prices such as specific sales, coupon, price discounts, repayment and
Abstract. The effects of sales promotion on the creation of brand equity; effects of brand equity dimensions on overall brand equity; and the nature of inter-relationship among brand equity dimensions is a new area of research in. Ethiopia. By adapting exploratory approach, the study assumed a positive sales
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

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