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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


  • Desmet, Pierre


  • Parguel, Béatrice


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.

Suggested Citation

  • Parguel, Béatrice, 2009. "L’influence de la communication promotionnelle sur le capital de la marque : le cas de la communication promotionnelle en prospectus en grande consommation," Economics Thesis from University Paris Dauphine, Paris Dauphine University, number 123456789/4672 edited by Desmet, Pierre, June.
  • Handle: RePEc:dau:thesis:123456789/4672
    Note: dissertation

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    References listed on IDEAS

    1. Zeithaml, Valarie A, 1982. " Consumer Response to In-Store Price Information Environments," Journal of Consumer Research, Oxford University Press, vol. 8(4), pages 357-369, March.
    2. 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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    More about this item


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

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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