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

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

Isabel Buil2011

Article2011

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

Isabel Buil · Leslie de Chernatony · Eva Martı́nez

491 citations·0/0 files stored·Journal of Business Research

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

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Citations in this library

Stored only when both papers are in the corpus — 491 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1988On the Evaluation of Structural Equation Models 1980Understanding Attitudes and Predicting Social Behavior 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity

Cited by

2021Signaling green! firm ESG signals in an interconnected environment that promote brand valuation 2015Young consumers’ insights on brand equity 2013Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation 2015Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants 2016Exploring behavioural branding, brand love and brand co-creation 2021A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling 2022Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward 2017Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

Details

Year2011

Typearticle

Published2011-08-14

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations491

Files0 public / 0

ShelfMarketing and Advertising Strategies

Identifiers

doi10.1016/j.jbusres.2011.07.030

openalex_workW2073871304

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