Proceedings of the 2019 3rd International Conference on Education, Economics and Management Research (ICEEMR 2019)

Sales Promotions and Brand Equity: The Moderating Role of Product Type

Authors
Zhengshun Shen
Corresponding Author
Zhengshun Shen
Available Online 9 January 2020.
DOI
10.2991/assehr.k.191221.138How to use a DOI?
Keywords
monetary promotion, non-monetary promotion, brand equity, hedonic product, utilitarian product
Abstract

In research of the effect of promotion on brand equity, it remains unanswered of the differential influence of monetary and non-monetary promotion on brand equity. This study examines the differential influence of the monetary and non-monetary promotion on each dimension of brand equity, and explores the moderating role of product type with hedonic and utilitarian. Findings show that product type has a different moderating role in the effect of the monetary and non-monetary promotion on each dimension of brand equity. Specifically, monetary (vs. non-monetary) promotion has more effect on brand awareness; and it has a significant influence on brand awareness, perceived quality and brand loyalty of utilitarian products than the hedonic products, but it has no significant influence on the brand association. Non-monetary (vs. monetary) promotion has more effect on brand awareness, perceived quality, and brand loyalty; and it has a significant influence on the brand association, perceived quality and brand loyalty of hedonic products than the utilitarian products, but it has no significant influence on brand awareness. Finally, this paper includes a discussion of the theoretical findings, corresponding managerial suggestions, and future research directions.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2019 3rd International Conference on Education, Economics and Management Research (ICEEMR 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
9 January 2020
ISBN
978-94-6252-871-0
ISSN
2352-5398
DOI
10.2991/assehr.k.191221.138How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Zhengshun Shen
PY  - 2020
DA  - 2020/01/09
TI  - Sales Promotions and Brand Equity: The Moderating Role of Product Type
BT  - Proceedings of the 2019 3rd International Conference on Education, Economics and Management Research (ICEEMR 2019)
PB  - Atlantis Press
SP  - 568
EP  - 572
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.191221.138
DO  - 10.2991/assehr.k.191221.138
ID  - Shen2020
ER  -