Impacts of Advertising and Sales Promotion on Brand Equity of Soft Drinks
نویسندگان
چکیده
منابع مشابه
examining the effect of advertising and sales promotions on brand equity creation (case study: samsung home appliances brand)
the aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. regarding the research purpose, this study is applied, and in terms of data collection this study is descriptive-causal based on structural equation modeling. the research tool for data collection was a valid questionnaire and the research population included consumers of samsung brand o...
متن کاملimpact of media and non-media advertising on brand equity (case study brand pars khazar)
brand equity is one of the most important and best known in the field of marketing and brand concepts. each of marketing activities affects on brand equity and due to a variety of promotional activities they can be divided into two categories of media and non-media activities. brand equity is affected by its constituent per aker model and this is a test to find the effect of media and non-media...
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متن کاملOptimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as a Mediating Variable
We study the optimal levels of advertising and promotion budgets in dynamic markets with brand equity as a mediating variable. To this end, we develop and estimate a state-space model based on the Kalman filter that captures the dynamics of brand equity as influenced by its drivers that include a brand’s advertising and sales promotion expenditures. By integrating the Kalman filter with the ran...
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One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...
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ژورنال
عنوان ژورنال: Journal of Asian Business and Economic Studies
سال: 2013
ISSN: 2615-9112
DOI: 10.24311/jabes/2013.216.01