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Journal of Brand Management

, Volume 12, Issue 6, pp 431–444 | Cite as

The impact of marketing communication and price promotion on brand equity

  • Angel F Villarejo-RamosEmail author
  • Manuel J Sánchez-Franco
Paper

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 is verified on a sample group of families which purchased durable goods — in this case a washing machine. The results indicate the positive effect of marketing communication on brand equity, and offer strong support for the measures of perceived quality, brand loyalty, brand awareness and brand image as antecedents of brand equity.

Keywords

brand valuation equity electronic management e-branding e-tailing management international Internet marketing measurement personality consumers advertising fast moving consumer goods FMCG brand-building strategy 

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Copyright information

© Palgrave Macmillan 2005

Authors and Affiliations

  • Angel F Villarejo-Ramos
    • 1
    Email author
  • Manuel J Sánchez-Franco
  1. 1.Business Administration Faculty, University of SevilleSevilleSpain

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