Impact of brand equity on purchase intent in sales promotion campaigns, with perceived value as the mediator

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...

Täydet tiedot

Bibliografiset tiedot
Päätekijä: Shang, Yue
Muut tekijät: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2023
Aiheet:
brand equity
purchase intent
price discount
freebie bundle
perceived acquisition value
perceived transaction value
Markkinointi
Marketing
20423
myynninedistäminen
brändit
markkinointi
arvo (ominaisuudet)
alennusmyynti
kuluttajat
tarjoukset
sales promotion
brands
marketing
value (properties)
discount sale
consumers
offers
Linkit: https://jyx.jyu.fi/handle/123456789/86949

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