Review paper
The impact of marketing communication and price promotion on brand equity
Abstract
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...
Paper Details
Title
The impact of marketing communication and price promotion on brand equity
Published Date
Aug 1, 2005
Journal
Volume
12
Issue
6
Pages
431 - 444
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Notes
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