Distribution Intensity, Advertising, Monetary Promotion, and Customer-Based Brand Equity: An Applied study in Egypt

Abstract

Brand equity is so essential issue to be considered by manufacturers and retailers as well, that is to manage the brand rationally. The aim of the current research is to support managers in terms of determining the expected influence of marketing activities on the brand equity, which implies for the relative fund each activity deserves. The study investigated the potential effects of brand equity drivers (i.e., distribution intensity, advertising, monetary promotion) on the dimensions of customer-based brand equity. In addition, the research investigates the inter-relationships among the dimensions of brand equity. The study was built on data derived from 497 respondents. The results indicate that the proposed model reflects perfect fit to the data. The most of the hypothesized influences were significant and took the expected directions. The results would lead to suggest that brand awareness is the starting point to constitute the customer-based brand equity. Discussion and implications are provided.

Investigating the Role of Selected Marketing-Mix Variables in Formatting Corporate Image in Egyptian Market

“…Increasing distribution channels enhances corporate image. This result is consistent with previous research, as raising the availability level of corporate product increases brand awareness, and perceived quality (Ebeid, 2014). In addition, when a corporate increases the coverage area with its product, it increases the product probability of being purchased, as it raising the consumer convenience level by providing her/him with the product wherever and whenever she/he wants, and that finally results in increasing consumer satisfaction and loyalty as well (Kim & Hyun, 2011).…”

“…Current research measures focal marketing-mix variables based on perceived rather actual marketing efforts, following previous research (Yoo et al, 2000;Buil et al, 2013;Ebeid, 2014), as customers would not have adequate knowledge about the company marketing efforts (Valette-florence et al, 2011). Building on previous research, variables of current research have been measured, as follows: Kim & Hyun, 2011, in terms of corporate image, Yoo et al (2000), in terms of price, distribution intensity, and adverting spending; Yoo et al (2000) and Buil, et al (2013), in terms of measuring monetary promotion.…”

Purchase Intention of Omg-Event-Asia’s: How Social Media Promotions Effect Through Brand Awareness

“…Promotional strategies through social media can provide benefits to companies, namely in the form of awareness from consumers of a brand or what is called brand awareness (Ebeid, 2014). With the increasing number of choices from social media, promotions carried out through these means will also support the increase in a brand awareness of a product or brand (Schivinski and Dabrowski, 2014).…”

“…Consumers make brand awareness a reference for choosing a product or service created by the company, this has an impact on purchase intentions made by consumers. Promotion can provide benefits for consumer awareness of a brand or brand awareness (Ebeid, 2014). The more promotional intentions carried out through social media, will support increasing brand awareness of a product or service (Schivinski and Dabrowski, 2015).…”

Investigating the Role of Selected Marketing-Mix Variables in Formatting Corporate Image in Egyptian Market

“…Current research measures focal marketing-mix variables based on perceived rather actual marketing efforts, following previous research (Yoo et al, 2000;Buil et al, 2013;Ebeid, 2014), as customers would not have adequate knowledge about the company marketing efforts (Valette-florence et al, 2011). Building on previous research, variables of current research have been measured, as follows: Kim & Hyun, 2011, in terms of corporate image, Yoo et al (2000), in terms of price, distribution intensity, and adverting spending; Yoo et al (2000) and Buil, et al (2013), in terms of measuring monetary promotion.…”