How sales promotion builds brand equity

DOI

Bibliographic Information

Other Title
  • セールス・プロモーションによるブランド・エクイティ構築
  • 一致度と精緻化を先行要因とした説明モデル
  • building a model based on consistency and elaboration

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Description

The purpose of this research is to make a new model to explain the process of how sales promotion builds customer-based brand equity, certainty of brand attitude in particular. This model is based on two antecedents, consistency between sales promotion and brand schema and elaboration of sales promotion, which clarify the process of increasing certainty of brand attitude. Empirical evidence validates this model but not alternative explanations. We suggest some implications for branding and sales promotion decision-making.

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Keywords

Details 詳細情報について

  • CRID
    1390282680294585344
  • NII Article ID
    130004955927
  • DOI
    10.11194/acs.15.1_2_1
  • ISSN
    18839576
    13469851
  • Text Lang
    ja
  • Data Source
    • JaLC
    • CiNii Articles
  • Abstract License Flag
    Disallowed

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