O impacto da propaganda e da promoção no valor de marca baseada no consumidor

Authors

DOI:

https://doi.org/10.12712/rpca.v16i1.52333

Abstract

The study verifies the influence of advertisements and sales promotions on the customer-based brand equity of brands with different positioning in the same market segment. Based on a survey with 414 respondents in a structural equation model, the results demonstrate that, for advertisements, quantity does not refer to quality and creativity, originality and differentiation positively contribute to brand awareness, perception of quality and associations. Monetary promotions have a negative influence on the perception of quality and brand associations. Such implications contribute managerial to marketing strategies aimed at brand value with a focus on the consumer.

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Author Biography

Ana Cristina Munaro, Pontifícia Universidade Católica do Paraná PUCPR

Name - Ana Cristina Munaro

Institution / Affiliation: Pontifical Catholic University of Parana PUCPR

Country: Brazil

Biography Summary: PhD student of Business Administration from Pontifical Catholic University of Parana PUCPR.

ORCID (Required of all authors): 0000-0002-5973-0142

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Published

2022-05-02

Issue

Vol. 16 No. 1 (2022)

Section

Artigos/Papers

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