The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
The impact of marketing communication and price promotion on brand equity
Open accessAbstract
This paper establishes a theoretical and empirical basis that shows the impact of marketing communications and price promotion on brand equity. The theoretical review supports applying analysis techniques based on structural equations models to confirm empirically the relationship between marketing communication efforts and the dimensions of brand equity: perceived quality, brand loyalty, brand awareness and brand image. This measurement model is verified on a sample group of families which purchased durable goods — in this case a washing machine. The results indicate the positive effect of marketing communication on brand equity, and offer strong support for the measures of perceived quality, brand loyalty, brand awareness and brand image as antecedents of brand equity.
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Citations
Cites
The Financial Information Content of Perceived Quality
Aaker, D. A., & Jacobson, R. (1994) · Journal of Marketing Research · doi:10.2307/3152193 · Cited by 789
Cited by
The effect of social media communication on consumer perceptions of brands
Schivinski, B., & Dabrowski, D. (2016) · Journal of Marketing Communications · doi:10.1080/13527266.2013.871323 · Cited by 940
Customer retention and the mediating role of perceived value in retail industry
Hanaysha, J. R. (2018) · World Journal of Entrepreneurship, Management and Sustainable Development · doi:10.1108/wjemsd-06-2017-0035 · Cited by 108
Building customer-based brand equity of domestic brands: Role of brand equity dimensions
Sharma, R. (2017) · Metamorphosis: A Journal of Management Research · doi:10.1177/0972622517702187 · Cited by 19
Metadata
- Authors
- Villarejo-Ramos, A. F., & Sánchez-Franco, M. J.
- Venue
- Journal of Brand Management
- Published
- 2005-08
- Volume
- 12
- Issue
- 6
- Pages
- 431-444
- ISSN
- 1350-231X (ISSN-L)
- 1479-1803
- OpenAlex
- W2031121378
- Cited by
- 312
- References
- 1
- FWCI
- 10.17
- Type
- journal article
- Language
- en
- Open access
- green
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- CoChat. (2026). Citation check: The impact of marketing communication and price promotion on brand equity. https://app.cochat.ai/papers/10.1057/palgrave.bm.2540238
- The paper
- Villarejo-Ramos, A. F., & Sánchez-Franco, M. J. (2005). The impact of marketing communication and price promotion on brand equity. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540238
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
