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Examining the role of advertising and sales promotions in brand equity creation

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  1. Bilson Simamora & Syanne Emmanuella Xzyfanequo, 2024. "Investigating the Features of Sales Promotions: Conceptualization and Empirical Evidence," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 5-17, May.
  2. Lee, Michael T. & Raschke, Robyn L. & Krishen, Anjala S., 2022. "Signaling green! firm ESG signals in an interconnected environment that promote brand valuation," Journal of Business Research, Elsevier, vol. 138(C), pages 1-11.
  3. Balakrishnan, Janarthanan & Foroudi, Pantea & Dwivedi, Yogesh K., 2020. "Does online retail coupons and memberships create favourable psychological disposition?," Journal of Business Research, Elsevier, vol. 116(C), pages 229-244.
  4. Abdelbaset M. Alkhawaldeh & Salniza Md. Salleh & Fairol Bin Halim, 2016. "Brand Equity and Brand Loyalty: New Perspective," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 722-730.
  5. Torres, Pedro & Augusto, Mário & Godinho, Pedro, 2017. "Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions," Journal of Business Research, Elsevier, vol. 79(C), pages 52-65.
  6. Marius Johnen & Oliver Schnittka, 2020. "Changing consumers’ minds at the point of sale: price discounts vs. in-store advertising," Marketing Letters, Springer, vol. 31(1), pages 49-71, March.
  7. Asadollah kordnaeij & Hossein Askaripoor & Abbas Imani, 2013. "The Impact of E-Baking Service Quality Dimensions on Customers' Satisfaction and Brand Equity (Case Study: Refah Bank, Tehran)," Business and Management Research, Business and Management Research, Sciedu Press, vol. 2(4), pages 25-37, December.
  8. Maryam Zidehsaraei & Reza Esmaeilpour & Mohsen Akbari, 2024. "The effects of similarity of values, religious values, and empathy on bank commitment to CSR and customers’ internal and behavioral responses: evidence from Guilan Province in Iran," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(1), pages 154-170, March.
  9. Tsai, Pei-Hsuan & Tang, Jia-Wei & Chen, Chih-Jou, 2022. "Partnerships that go places: How to successfully market products from vendor partners at retail stores from the vendors’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
  10. Massara, Francesco & Scarpi, Daniele & Melara, Robert D. & Porcheddu, Daniele, 2018. "Affect transfer from national brands to store brands in multi-brand stores," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 103-110.
  11. de Oliveira, Marta Olivia Rovedder & Silveira, Cleo Schmitt & Luce, Fernando Bins, 2015. "Brand equity estimation model," Journal of Business Research, Elsevier, vol. 68(12), pages 2560-2568.
  12. Obinna C. Ojiaku & Aihie Osarenkhoe, 2018. "Determinants of Customers’ Brand Choice and Continuance Intentions with Mobile Data Service Provider: The Role of Past Experience," Global Business Review, International Management Institute, vol. 19(6), pages 1478-1493, December.
  13. Heesup Han & Linda-Heejung Lho & Heekyoung Jung & Antonio Ariza-Montes & Luis Araya-Castillo, 2021. "Social Networking Service as a Marketing Technology Tool and Sustainable Business in the Lodging Industry: Investigating the Difference across Older and Younger Age Groups among Tourists," Sustainability, MDPI, vol. 13(10), pages 1-14, May.
  14. Yanhui Zhao & Yufei Zhang & Joyce (Feng) Wang & Wyatt A. Schrock & Roger J. Calantone, 2020. "Brand relevance and the effects of product proliferation across product categories," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1192-1210, November.
  15. Dirk Crass & Dirk Czarnitzki & Andrew A. Toole, 2019. "The Dynamic Relationship Between Investments in Brand Equity and Firm Profitability: Evidence Using Trademark Registrations," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 26(1), pages 157-176, January.
  16. Chang, Woondeog & Park, Jungkun, 2024. "A comparative study on the effect of ChatGPT recommendation and AI recommender systems on the formation of a consideration set," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
  17. Mohammadian, Mahmoud & Dadashi, Mohammad Ali, 2016. "Marketing Strategies for Organic Products in Iran," International Journal of Agricultural Management and Development (IJAMAD), Iranian Association of Agricultural Economics, vol. 6(2), June.
  18. Tchai Tavor & Limor Dina Gonen & Uriel Spiegel, 2023. "Customer Segmentation as a Revenue Generator for Profit Purposes," Mathematics, MDPI, vol. 11(21), pages 1-20, October.
  19. Sandra Maria Correia Loureiro & Rui Lopes & Hans Ruediger Kaufmann, 2014. "How brand personality, brand identification and service quality influence service brand equity," Cogent Business & Management, Taylor & Francis Journals, vol. 1(1), pages 1-1, October.
  20. Shahrina Md Nordin & Nor Izzah Mokhtar & Unggul Priyadi & Tarjo Tarjo & Wan Fatimah Wan Ahmad & Ammar Redza Ahmad Rizal, 2023. "Communicating Sustainable Brand Equity in a High Carbon Footprint and High-Risk Sector: Comparing Malaysia and Indonesia Oil and Gas Industry," Sustainability, MDPI, vol. 15(10), pages 1-19, May.
  21. Assarzadegan, Parisa & Hejazi, Seyed Reza, 2021. "A game theoretic approach for analyzing the competition between national and store brands by considering store loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
  22. Alam Kazmi, Syed Hasnain, 2015. "Brand the Pricing: Critical Critique," MPRA Paper 64984, University Library of Munich, Germany.
  23. Lin, Chiu Hui & Wu, Chih-Wen & Cheng, Yi-Han, 2015. "The empirical study of consumers' loyalty for display technology," Journal of Business Research, Elsevier, vol. 68(11), pages 2260-2265.
  24. Idongesit Oto Eshiett & Oto Eyamba Eshiett, 2023. "Social Media Food Ads Hype and Adolescent Obesity Upsurge in Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(7), pages 1854-1868, July.
  25. Chinomona E & Maziriri ET, 2017. "The Influence of Brand Trust, Brand Familiarity and Brand Experience on Brand Attachment: A Case of Consumers in the Gauteng Province of South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 9(1), pages 69-81.
  26. Liu, Chih-Hsing Sam & Chou, Sheng-Fang, 2016. "Tourism strategy development and facilitation of integrative processes among brand equity, marketing and motivation," Tourism Management, Elsevier, vol. 54(C), pages 298-308.
  27. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
  28. Somesh Kumar Sinha & Priyanka Verma, 2018. "Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation," Global Business Review, International Management Institute, vol. 19(6), pages 1663-1680, December.
  29. Troiville, Julien & Hair, Joe F. & Cliquet, Gérard, 2019. "Definition, conceptualization and measurement of consumer-based retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 73-84.
  30. Thi Hong Nguyet Nguyen & Nguyen Khanh Hai Tran & Khoa Do, 2023. "An empirical research of corporate social responsibility on creating the green brand equity: An exploratory of Vietnamese consumers' perception in the bank industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1292-1299, May.
  31. Ray, Arghya & Bala, Pradip Kumar & Chakraborty, Shibashish & Dasgupta, Shilpee A., 2021. "Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
  32. Chaudhuri, Malika & Calantone, Roger J. & Voorhees, Clay M. & Cockrell, Seth, 2018. "Disentangling the effects of promotion mix on new product sales: An examination of disaggregated drivers and the moderating effect of product class," Journal of Business Research, Elsevier, vol. 90(C), pages 286-294.
  33. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
  34. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
  35. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
  36. Jamshed Ali & Rab Nawaz Lodhi & Muhammad Irfan & Muhammad Shahid Tufail, 2022. "Effects of Brand Attributes on Word of Mouth: Mediating Role of Brand Trust and Brand Love," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(4), pages 213-226, December.
  37. Mirzaei, Abas & Baumann, Chris & Johnson, Lester W. & Gray, David, 2016. "The impact of brand health on customer equity," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 8-16.
  38. Migle Eleonora Cernikovaite, 2013. "Brand value co-creation factors: stakeholder approach," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 6(2), pages 32-40, December.
  39. Iulian Georgescu & Anca Antoaneta Vărzaru & Mădălina Georgiana Mangra, 2022. "The Role of Human Resources Management in the Internal Branding of Public Organizations," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 555-559, Decembrie.
  40. Vivian Qin & Koen Pauwels & Bobby Zhou, 2024. "Data-driven budget allocation of retail media by ad product, funnel metric, and brand size," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 235-249, June.
  41. Kuntner, Tobias, 2017. "Price promotions and brand equity: the role of brand types," EconStor Preprints 157296, ZBW - Leibniz Information Centre for Economics.
  42. Natalia A. Kochkina & Olga V. Novikova & Dmitriy B. Potapov, 2014. "What Affects Brand Equity: The Precise Measurement With Consumer Choice Model," HSE Working papers WP BRP 26/MAN/2014, National Research University Higher School of Economics.
  43. Lim, Xin-Jean & Cheah, Jun-Hwa & Ng, Siew Imm & Basha, Norazlyn Kamal & Soutar, Geoff, 2021. "The effects of anthropomorphism presence and the marketing mix have on retail app continuance use intention," Technological Forecasting and Social Change, Elsevier, vol. 168(C).
  44. Veronica Digiorgio, 2016. "Impact of promotional tools on reservation channels management: a descriptive model of Italian accommodation facilities," Information Technology & Tourism, Springer, vol. 16(4), pages 347-373, December.
  45. Guitart, Ivan A. & Gonzalez, Jorge & Stremersch, Stefan, 2018. "Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 471-489.
  46. R. Agus Trihatmoko, 2019. "Intensity of Sales Turnover and Promotional Expenditure and the Likelihood of New Product Success: Configurational Matrix of Fast Moving Consumer Goods (FMCG)," Research in World Economy, Research in World Economy, Sciedu Press, vol. 10(3), pages 320-328, December.
  47. Ilkut Elif Kandil Goker & Tayfun Arar, 2017. "Specifying the Determinants of Brand Value by Using AHP Method," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 7(1), pages 98-106, January.
  48. Alam Kazmi, Syed Hasnain, 2015. "Developments in Promotion Strategies Review on Psychological Streams of Consumers," MPRA Paper 65424, University Library of Munich, Germany, revised 05 May 2015.
  49. Cui, Xin & Ji, Xinyuan & Meng, Wei & Song, Qi, 2023. "Product market competition and corporate advertising expenditure: Evidence from a natural experiment," Research in International Business and Finance, Elsevier, vol. 64(C).
  50. Ahmed Y. Ebeid & Hesham F. Gadelrab, 2014. "A Structural Equation Modeling Approach to Investigate Negative Word of Mouth Impact on Customer-Based Brand Equity: Does Attribution Matter?," International Journal of Business and Social Research, LAR Center Press, vol. 4(9), pages 1-13, September.
  51. Lin, YiHsin & Ryan, Chris, 2016. "From mission statement to airline branding," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 150-160.
  52. Eunkyung Lee & Ji-Hern Kim & Chang Seop Rhee, 2021. "Effects of Marketing Decisions on Brand Equity and Franchise Performance," Sustainability, MDPI, vol. 13(6), pages 1-15, March.
  53. Zeng, Hui & Hao, Liaogang, 2016. "Cross-cultural examination of the effects of promotional framing on consumers’ responses: A comparison of China and Pakistan," International Business Review, Elsevier, vol. 25(5), pages 1020-1029.
  54. Yang, Bi & Mattila, Anna S., 2020. "Consumer responses to savings message framing," Annals of Tourism Research, Elsevier, vol. 84(C).
  55. Chen, Lijun & Parcell, Joe L & Chen, Chao & James, Harvey S. Jr & Xu, Danning, 2016. "Consumer preference for supermarket food sampling in China," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236043, Agricultural and Applied Economics Association.
  56. Sinha, Somesh Kumar & Verma, Priyanka, 2020. "Impact of sales Promotion's benefits on perceived value: Does product category moderate the results?," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
  57. Kuntner, Tobias & Teichert, Thorsten, 2016. "The scope of price promotion research: An informetric study," Journal of Business Research, Elsevier, vol. 69(8), pages 2687-2696.
  58. Hughes, Douglas E. & Richards, Keith A. & Calantone, Roger & Baldus, Brian & Spreng, Richard A., 2019. "Driving In-Role and Extra-Role Brand Performance among Retail Frontline Salespeople: Antecedents and the Moderating Role of Customer Orientation," Journal of Retailing, Elsevier, vol. 95(2), pages 130-143.
  59. Chuan Zheng & Munirah Khamarudin & Azanin Ahmad, 2024. "Mapping the Landscape of Brand Equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023)," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 113-125, September.
  60. Ivan Guitart & Jorge Gonzalez & Stefan Stremersch, 2018. "Advertising non-premium products as if they were premium : The impact of advertising up on advertising elasticity and brand equity," Post-Print hal-02312175, HAL.
  61. Stephanie Schwipper & Severine Peche & Gertrud Schmitz, 2020. "Mobile Location-Based Services’ Value-in-Use in Inner Cities: Do a Customer’s Shopping Patterns, Prior User Experience, and Sales Promotions Matter?," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(4), pages 511-564, October.
  62. Ahmed Y. Ebeid & Hesham F. Gadelrab, 2014. "A Structural Equation Modeling Approach to Investigate Negative Word of Mouth Impact on Customer-Based Brand Equity: Does Attribution Matter?," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 4(9), pages 1-13, September.
  63. Wu, Chih-Wen, 2014. "The study of service innovation for digiservice on loyalty," Journal of Business Research, Elsevier, vol. 67(5), pages 819-824.
  64. Sandra Maria Correia Loureiro & Rui Lopes & Hans Ruediger Kaufmann, 2014. "How brand personality, brand identification and service quality influence service brand equity," Cogent Business & Management, Taylor & Francis Journals, vol. 1(1), pages 981329-9813, December.
  65. Fenfang Lin & Wai-Sum Siu, 2020. "Exploring brand management strategies in Chinese manufacturing industry," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 48-76, January.
  66. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
  67. Abdelbaset M. Alkhawaldeh & Bilal Mohammad Eneizan, 2018. "Factors Influencing Brand Loyalty in Durable Goods Market," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(1), pages 326-339, January.
  68. Esen ŞAHİN & Melis ATTAR & Aboobakr NIAVAND, 2020. "The Influence of Advertising on Brand Equity of Chabahar Free Zone Tourism Destination (Iran)," Istanbul Management Journal, Istanbul University Business School, vol. 0(88), pages 21-55, June.
  69. Kilian, Karsten & Müller, Michael, 2016. "Markencontrolling: Markenerfolg messbar machen," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 1-21.
  70. Hill, Katerina E. & Hill, Matthew D. & Kelly, G.W., 2020. "Do market share and demand uncertainty influence the relation between advertising expenditures and shareholder value?," Journal of Business Research, Elsevier, vol. 115(C), pages 61-69.
  71. Abdelbaset M. Alkhawaldeh & Salniza Md. Salleh & Fairol Bin Halim, 2016. "Brand Equity and Brand Loyalty: New Perspective," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 722-730.
  72. Ching-Cheng Shen & Yen-Rung Chang & Der-Jen Liu, 2020. "Sustainable Development of an Organic Agriculture Village to Explore the Influential Effect of Brand Equity from the Perspective of Landscape Resources," Sustainability, MDPI, vol. 12(18), pages 1-13, September.
  73. Abdolhossein Karampour & Bahareh Ahmadinejad, 2020. "How Attribute-Based Design Perceptions and Consumer-Brand Relationship Affected on Brand Equity?," Journal of Contemporary Research in Business, Economics and Finance, Michael Laurence, vol. 2(3), pages 61-70.
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