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บทคัดย่อ
Price Promotions and Brand Equity : the case of Luxury Brands : This study aims to investigate the effects of price promotions on the perception of a brand in the mind of consumers in luxury markets. This study extends the previous literature on price promotional strategy and brand equity (brand awareness, brand image, and brand loyalty) by focusing on how a consumer perceives functional value and psychological value to create brand equity in luxury products. The sample size was 445 luxury products consumers. The findings indicated that a change in price leads to a change in consumer expectation of a brand due to the change in the associative information in their memory. This suggested that the price adjustment due to the promotion should be carefully measured according to the evolution and development of brand perception in luxury market. The results of this study highly suggested that the price promotion activities are not an appropriate activity for boosting the sale volume especially when the company cannot sell the products or services. This would highly damage the brand equity. The findings also support the idea that price promotion might also create a loss of brand image due to the loss of functional benefits and emotional benefits in the minds of consumers. However, the findings suggest that consumers’ brand awareness can be developed by implementing price promotion activities for a luxury product. Key Words; Brand Strategy, Brand Equity, Brand, Price, Promotions, Marketing Strategy, Strategic Brand Strategy, Strategic Marketing,
ผู้แต่ง
Rachata Rungtrakulchai
ประเภทสิ่งพิมพ์
งานวิจัย คณะบริหารธุรกิจ 2015
เลขหน้า
100
หัวเรื่อง
Business Administration--Research
เอกสารฉบับเต็ม
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