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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

Editor

Listed:
  • Desmet, Pierre

Author

Listed:
  • Parguel, Béatrice

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.

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.
    • Handle: RePEc:dau:thesis:123456789/4672
    Note: dissertation
    as

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    File URL: http://basepub.dauphine.fr/xmlui/bitstream/123456789/4672/1/These_Parguel.pdf
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    References listed on IDEAS

    as
    1. Zeithaml, Valarie A, 1982. "Consumer Response to In-Store Price Information Environments," Journal of Consumer Research, Journal of Consumer Research Inc., 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.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

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

    JEL classification:

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

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