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| Tekijä: | Palazón-Vidal, M. Delgado-Ballester, E. |
| Otsikko: | Sales promotions effects on consumer-based brend equity |
| Lehti: | International Journal of Market Research
2005 : VOL. 47:2, p. 179-204 |
| Asiasana: | Brands Consumer behaviour Sales promotion |
| Vapaa asiasana: | Brand equity |
| Kieli: | eng |
| Tiivistelmä: | Using a consumer-based brand knowledge perspective of brand equity, this paper examines the usefulness of monetary and non-monetary promotions to create brand equity. The findings suggest that these promotions have a positive effect on brand knowledge structures but that non-monetary promotions are more appropriate as a brand-building activity. |
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