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Analisis peran advertising dan sales promotions dalam menciptakan brand equity : studi kasus Coca Cola
This study discusses about the influence between two elements of marketing communications programs, advertising and sales promotions and their impact on brand equity creation. The focus of this study investigates the influence of perceived advertising spend, individuals attitude towards the advertisements and two kinds of sales promotions, monetary promotions and non monetary promotion on brand equity dimensions. The purpose of this study is to prove the influence of advertising and sales promotions in order to developing marketing strategies to encourage brand equity growth. This study successfully collected 200 data through a questionnaire survey and tested relationship between variables to analyze the impact of advertising and sales promotions in brand equity. Based on study case research, statistical results show that perceived advertising spend individuals attitudes toward the advertisement play as a key role influencing brand equity dimensions, whereas perceived advertising spend affect only on brand awareness. This research also found that monetary promotions and nonmonetary promotions do not affect brand equity dimensions. In addition, in relationship and the order dimensions of brand equity, this study found that brand awareness is a means of main foundation in order to developing and growing brand equity.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8448 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia 2013 |
|---|---|
| Edisi | - |
| Subjek | Brand loyalty Brand equity Brand association Perceived quality Advertising Sales promotion Brand awareness |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiv, 91 p., 53 p. : diagr. ; 30 cm & lamp. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |