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Analisis peran iklan dan promosi penjualan dalam penciptaan ekuitas merek
This study explores the relationships between two central elements of marketing communication programs ?advertising and sales promotions? and their impact on brand equity creation. In particular, the research focuses on advertising spend and individuals? attitudes toward the advertisements. The study also investigates the effects of two kinds of sales promotions, monetary and non monetary promotions. Based on a survey of 200 respondents, findings show that the individuals? play a key role influencing brand equity dimensions, whereas advertising spend for the brands is insufficient to positively influence brand awareness, perceived quality, and brand associations. This research also finds distinctive effects of monetary and non-monetary promotions on brand equity. In addition, the results show that companies can optimize the brand equity management process by considering the relationships existing between the different dimensions of brand equity.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8133 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia 2013 |
|---|---|
| Edisi | - |
| Subjek | Brand equity Marketing communication Advertising Consumer attitudes Sales promotion Consumer perception |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 213 p. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |