Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation (Record no. 51050)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02103nam a2200205 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190131135045.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190131b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Sinha, Somesh Kumar |
| 9 (RLIN) | 33148 |
| 245 ## - TITLE STATEMENT | |
| Title | Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1663–1680 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four components of brand equity (i.e., brand awareness, brand association, perceived quality and brand loyalty). A model is proposed to show the relations between sales promotion’s benefits and component of brand equity. This study includes a sample of 265 consumers of fast-moving consumer goods from Madhya Pradesh state in India. A covariance based structure equation modelling technique was used for data analysis and interpretation. Research findings revealed that the utilitarian benefit of sales promotion has maximum impact on brand loyalty, while the hedonic benefit of sales promotion has maximum impact on brand association. It provides a way of utilizing the benefits of sales promotion to create and support brand equity. Hedonic benefits of sales promotion can be utilized to make consumers associated with the brand, while utilitarian benefits of sales promotion can be utilized to enhance a repeat purchase of the brand. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Brand equity |
| Uncontrolled term | sales promotion tools |
| Uncontrolled term | hedonic benefit |
| Uncontrolled term | utilitarian benefit |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Verma, Priyanka |
| 9 (RLIN) | 33149 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29349 |
| Host Itemnumber | 73686 |
| Main entry heading | BANIK, ARINDAM |
| Place, publisher, and date of publication | NEW DELHI SAGE PUBLISHING PVT. LTD. |
| Other item identifier | 5559802 |
| Title | GLOBAL BUSINESS REVIEW |
| International Standard Serial Number | 0972-1509 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 31/01/2019 | Vol 19, No 6/ 5559802JA16 | 5559802JA16 | 31/01/2019 | 31/01/2019 |