Examining the role of advertising and sales promotions in brand equity creation

Buil, Isabel; Chernatony, Leslie de; Martı́nez, Eva

doi:10.1016/j.jbusres.2011.07.030

Cited by 369 publications

(443 citation statements)

References 81 publications

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“…Advertising can play a key role in achieving superior brand equity by communicating with potential customers (Ailawadi, et al, 2003;Srivastava, 1998;Buil, de Chernatony & Martínez, 2013;Eng & Keh 2007;Sriram, et al, 2007;Wang, et al, 2009). R&D can also contribute to brand equity by helping a firm to be equipped with knowledge and information about customers and competitors to survive in the market.…”

Section: The Impact Of Advertising and Randd On Marketbased Assetsmentioning

confidence: 99%

“…Brand image generated by advertising in turn contributes to brand equity (Keller 1998;Bowman and Gatignon 2010) by improving brand awareness and cultivating favourable brand attitudes (Aaker, 1991;Buil, et al, 2013;Chu & Keh, 2006;Keller, 1993). Advertising, as a variable that can play a vital role in the process of creating brand value, can be analysed in two ways: absolute expenditures and changes in expenditures.…”

Section: Advertisingmentioning

confidence: 99%

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Advertising vs. R&D: Relative effectiveness on brand equity

Jeong

2015

SAJBM

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This study examines whether advertising can contribute directly to brand equity and, if it can, determines how much value advertising can deliver to brands and firms using the secondary data from various sources. The findings show that advertising can not only work to improve market performance measures but also to develop and maintain brand equity. R&D is also found to positively affect brand equity. With regard to the relative effectiveness of advertising and R&D, R&D is more effective than advertising in contributing to brand equity when measuring absolute effects of expenditures. When measuring simple changes in brand equity, however, changes in advertising are more effective than changes in R&D.

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Section: The Impact Of Advertising and Randd On Marketbased Assetsmentioning

confidence: 99%

Section: Advertisingmentioning

confidence: 99%

Advertising vs. R&D: Relative effectiveness on brand equity

Jeong

2015

SAJBM

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“…(Gashaw Tibebe, 2016) concluded monetary promotion effect brand awareness, brand associations and perceived quality which help to the creation of brand equity. (Buil & de Chernatony, 2010 ) have a positive impact on brand equity. Certainly, sales promotion has a positive effect on brand equity but studies also endorse that monetary assistance might harm brand equity and it can be an adverse effect on its creation so to maintain the brand equity non-monetary promotion must be the target.…”

Section: The Significance Of Sales Promotion To Brand Equitymentioning

confidence: 99%

“…(Karamian, Nadoushan, & Nadoushan, 2015) have suggested that social media as a marketing activity play a significant and active role on brand equity elements (perceived quality, brand loyalty, and brand awareness) (Aaker & Jacobson, 1994) suggested spending more on advertising lead to perceived quality which helps to higher brand equity. (Buil, de Chernatony, & Leslie, 2010, February). The researcher explored the relation between advertising, sales promotions and brand equity.…”

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confidence: 99%

Does Promotion Mix Really Help to Enhance Brand Equity: A Literature Review

Kumar

Patra

2017

IJCMS

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“…Many companies try to acquire new customers through price competition, which might lead to a vulnerable and imbalanced market where smaller companies with low capital cannot compete against major corporations (Buil et al, 2013). Such competition can also diminish the firms' performance and services infrastructure.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Consumer behaviour in the Thai Internet Service Providers

Thaichon¹

2015

AJBR

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This research aims to explore the characteristics and perceptions of Internet Service Provider' customers in order to provide a general picture of ISP subscribers and enable more customer-focused market strategies. Data was obtained from 2,059 Internet users in all the regions of Thailand via an online survey.The result shows that no noticeable differences were found among age groups in terms of the reasons for their switching. In contrast, customers with higher income were more likely to choose poor Internet service performance as the main reason to switch. Therefore, it is likely that age did not contribute to the respondents' motivation for switching while income was an important factor in switching behaviour. Additionally, high price and fewer promotional packages are popular reasons for switching among groups with the lowest levels of household income.Practical implications that can be drawn from this research will form a foundation for service providers in the home ISP to develop new retention strategies. As a result, ISPs will be able to reduce the current issues relating to customer switching in the home ISP.

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Examining the role of advertising and sales promotions in brand equity creation

Cited by 369 publications

References 81 publications

Advertising vs. R&D: Relative effectiveness on brand equity

Advertising vs. R&D: Relative effectiveness on brand equity

Does Promotion Mix Really Help to Enhance Brand Equity: A Literature Review

Consumer behaviour in the Thai Internet Service Providers

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