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The impact of brand personality and sales promotions on brand equity

Citations

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Cited by:

  1. G. R. Chen, 2014. "How do advertised brands benefit from private labels? An application of rational expectations models," Applied Economics, Taylor & Francis Journals, vol. 46(24), pages 2891-2902, August.
  2. Rauschnabel, Philipp A. & Krey, Nina & Babin, Barry J. & Ivens, Bjoern S., 2016. "Brand management in higher education: The University Brand Personality Scale," Journal of Business Research, Elsevier, vol. 69(8), pages 3077-3086.
  3. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
  4. 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.
  5. 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.
  6. Mohammad Reza Hamidizadeh & Mohammad Reza Karimi Alavije & Morteza Rezaee, 2014. "The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries," Central European Business Review, Prague University of Economics and Business, vol. 2014(3), pages 46-53.
  7. Jalal Rajeh Hanaysha, 2020. "Marketing Mix Elements and Corporate Social Responsibility: Do they Really Matter to Store Image?," Jindal Journal of Business Research, , vol. 9(1), pages 56-71, June.
  8. Rojas-Méndez, José I. & Murphy, Steven A. & Papadopoulos, Nicolas, 2013. "The U.S. brand personality: A Sino perspective," Journal of Business Research, Elsevier, vol. 66(8), pages 1028-1034.
  9. Sandeep Kumar & Sidheswar Patra, 2017. "Does Promotion Mix Really Help to Enhance Brand Equity: A Literature Review," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(2), pages 80-86, May.
  10. Anant Jyoti Badgaiyan & Saumya Dixit & Anshul Verma, 2017. "If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 622-638, November.
  11. Ahmad, Anees & Thyagaraj, K.S., 2017. "An empirical comparison of two brand personality scales: Evidence from India," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 86-92.
  12. Vaidyanathan, Rajiv & Aggarwal, Praveen, 2022. "Asymmetric brand alliances: When joint promotions with strong brands hurt," Journal of Business Research, Elsevier, vol. 141(C), pages 213-228.
  13. Vikas Singla & Gaurav Gupta, 2019. "Emotional Branding Scale and Its Role in Formation of Brand Trust," Paradigm, , vol. 23(2), pages 148-163, December.
  14. 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.
  15. 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).
  16. 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.
  17. Jorge Mejia & Anandasivam Gopal & Michael Trusov, 2020. "Deal or No Deal? Online Deals, Retailer Heterogeneity, and Brand Evaluations in a Competitive Environment," Information Systems Research, INFORMS, vol. 31(4), pages 1087-1106, December.
  18. Kabul Trifiyanto & Wahyuni Windasari & Tuti Zakiyah, 2021. "Building A Consumer-Based Brand Equity Through Brand Personality In E-Commerce," Agregat: Jurnal Ekonomi dan Bisnis, Universitas Muhammadiyah Prof. DR HAMKA., vol. 5(1), pages 128-140.
  19. Hadi Teimouri & Nazila Fanae & Kouroush Jenab & Sam Khoury & Saeid Moslehpour, 2016. "Studying the Relationship between Brand Personality and Customer Loyalty: A Case Study of Samsung Mobile Phone," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(2), pages 1-1, January.
  20. Mehran REZVANI & Seyed Hamid Khodadad HOSEINI & Mohammad Mehdi SAMADZADEH, 2012. "Investigating the Role of Word of Mouth on Consumer Based Brand Equity Creation in Iran’s Cell-Phone Market," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 2(1), pages 1-3, February.
  21. 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.
  22. Jingyu Li & Anding Zhu & Dongsheng Liu & Wenmin Zhao & Yi Zhou & Yahui Chen & Yanni Liu & Nan Sun, 2020. "Sustainability of China’s Singles Day Shopping Festivals: Exploring the Moderating Effect of Fairness Atmospherics on Consumers’ Continuance Participation," Sustainability, MDPI, vol. 12(7), pages 1-24, March.
  23. Aloy Okafor & Olusoji George, 2016. "Theorising the Concept of Product Branding: A Qualitative Approach to the History of Branding; the Case of the Nigerian Milk Industry," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(2), pages 84-96, April.
  24. Barreda, Albert A. & Bilgihan, Anil & Nusair, Khaldoon & Okumus, Fevzi, 2016. "Online branding: Development of hotel branding through interactivity theory," Tourism Management, Elsevier, vol. 57(C), pages 180-192.
  25. 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.
  26. Nguyen, Hang T. & Feng, Hui, 2021. "Antecedents and financial impacts of building brand love," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 572-592.
  27. Schlittgen, Rainer & Ringle, Christian M. & Sarstedt, Marko & Becker, Jan-Michael, 2016. "Segmentation of PLS path models by iterative reweighted regressions," Journal of Business Research, Elsevier, vol. 69(10), pages 4583-4592.
  28. Rochele Isabel Bagnolini Boschetti & Marcelo Gattermann Perin & Márcia Dutra Barcellos & Cláudio Hoffmann Sampaio & Kenny Basso, 2017. "Non-monetary sales promotion effects on credit cards," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 22(1), pages 3-13, March.
  29. 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.
  30. Wu, Chih-Wen, 2014. "The study of service innovation for digiservice on loyalty," Journal of Business Research, Elsevier, vol. 67(5), pages 819-824.
  31. Mitchell, Vincent Wayne & Balabanis, George, 2021. "The role of brand strength, type, image and product-category fit in retail brand collaborations," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
  32. Evodia Mankuroane & Wilme van Heerden & Sune Ferreira-Schenk & Zandri Dickason-Koekemoer, 2022. "Psychological and Behavioural Drivers of Short-Term Investment Intentions," International Journal of Economics and Financial Issues, Econjournals, vol. 12(4), pages 19-27, July.
  33. Lara-Rodríguez, Juan Sebastián & Rojas-Contreras, Camilo & Duque Oliva, Edison Jair, 2019. "Discovering emerging research topics for brand personality: A bibliometric analysis," Australasian marketing journal, Elsevier, vol. 27(4), pages 261-272.
  34. Bilal Gerekan & Abdulkadir Pehlivan & Mahmut Kocan, 2019. "The Effect of Firm Growth on Brand Value: Evidence from Brand Finance Turkey-100," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 9(9), pages 1067-1076, September.
  35. Rebecca K. Trump & Kevin P. Newman, 2021. "Emotion regulation in the marketplace: the role of pleasant brand personalities," Marketing Letters, Springer, vol. 32(2), pages 231-245, June.
  36. Naseer Ahmad & Ali Raza Elahi, 2023. "The Effectiveness of Promotion through Brochure Advertising on Merchandise Sales: A Case Study of Multiple Retail Stores of Pakistan," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 732-740.
  37. Chofor Joyvice & Johannes Tabi Atemnkeng & Molem Christopher Sama & MBU Sunday Agbor & NEBA Noela Buwah, 2019. "The Effect of Deceptive Marketing Communication on the Brand Equity of Private Higher Education Institutions (PHEIs) in the Northwest and Southwest Regions of Cameroon," International Journal of Social and Administrative Sciences, Asian Economic and Social Society, vol. 4(1), pages 1-13, March.
  38. Jeremy S. Wolter & Dora E. Bock & Christopher D. Hopkins & Michael Giebelhausen, 2022. "Not the relationship type? Loyalty propensity as a reason to maintain marketing relationships," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1052-1070, September.
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