In our daily life, we can receive the information about sales promotion usually, and it is confused that research in the past posited sales promotion may erode brand equity.
In another aspect, when researching sales promotion, researcher used simple sentence instead of original colorful information, and asked participants imagine the advertisement. We may believe that will be harmful to the credibility.
According to the reasons before, this research follow Vidal and Ballester(2005), posited that sales promotion can contribute to build brand equity.
This research uses fictitious brand and designs the fictitious advertisement to avoid the effect of stereo type in consumers mind.
The outcome of this research suggests that sales promotion actually can contribute to build consumer-based brand equity. If corporation wants to make the brand different from competitors to let consumer identify the brand, it needs to design unique sales promotion.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0103107-041151 |
| Date | 03 January 2007 |
| Creators | Pan, Hung-ming |
| Contributors | none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0103107-041151 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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