L’influence de la communication promotionnelle sur le capital de la marque : le cas de la communication promotionnelle en prospectus en grande consommation
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.
|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.|
|Contact details of provider:|| Web page: http://www.dauphine.fr/en/welcome.html|
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Zeithaml, Valarie A, 1982. " Consumer Response to In-Store Price Information Environments," Journal of Consumer Research, Oxford University Press, vol. 8(4), pages 357-69, March.
- 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.
When requesting a correction, please mention this item's handle: RePEc:dau:thesis:123456789/4672. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alexandre Faure)
If references are entirely missing, you can add them using this form.