Impact of brand equity on purchase intent in sales promotion campaigns, with perceived value as the mediator
People are surrounded by advertisements of promotional offers online, but the effectiveness of these offers remains doubtful. This study explores the mechanism on how brand equity, with its measures like brand awareness, brand association, perceived quality and brand loyalty, impacts consumers’ purc...
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| Other Authors: | , , , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/86949 |