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L’influence de la communication promotionnelle sur le capital de la marque : le cas de la communication promotionnelle en prospectus en grande consommation

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  • Desmet, Pierre

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  • Parguel, Béatrice
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    Abstract

    In literature, sales promotion effects on brand equity are often documented through econometric models. However, few empirical researches have investigated the consumer’s perception of this specific type of communication. Thus to fill the gap, this work aims at studying sales promotion effects from a communication perspective by: (1) integrating the media component of sales promotion through store flyers, (2) identifying the store flyers’ effects on the consumer and on their perception of brands, (3) studying the influence of these effects on brand equity and (4) controlling moderating variables related to situational differences. Results of an experiment on 900 consumers confirm that persuasion through store flyers mainly use a peripheral route. This means of communication then appears as an efficient lever for brand activation in fast moving consumer goods industry.

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    File URL: http://basepub.dauphine.fr/xmlui/bitstream/123456789/4672/1/These_Parguel.pdf
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    Bibliographic Info

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    This book is provided by Paris Dauphine University in its series Economics Thesis from University Paris Dauphine with number 123456789/4672 and published in 2009.

    Order: http://basepub.dauphine.fr/xmlui/handle/123456789/4672
    Handle: RePEc:dau:thesis:123456789/4672

    Note: dissertation
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    Related research

    Keywords: experiment; consumer’s perception; brand equity; store flyers; sales promotion; expérimentation; perceptions du consommateur; capital-marque; prospectus; communication promotionnelle;

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    References

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    1. Zeithaml, Valarie A, 1982. " Consumer Response to In-Store Price Information Environments," Journal of Consumer Research, University of Chicago Press, vol. 8(4), pages 357-69, March.
    2. Zenor, M.J. & Bronnenberg, B.J.J.A.M. & McAlister, L., 1998. "The impact of marketing policy on promotional price elasticities and baseline sales," Open Access publications from Tilburg University urn:nbn:nl:ui:12-339975, Tilburg University.
    3. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
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