|
Dyuthi @ CUSAT >
Ph.D THESES >
Faculty of Social Sciences >
Please use this identifier to cite or link to this item:
http://purl.org/purl/2793
|
| Title: | The Effect of Sales Promotion on Consumer Based Brand Equity |
| Authors: | Siby, Zacharias
Dr. James, Manalel |
| Keywords: | Sales Promotion
Brands
Brand Equity
Consumer based brand equity
Price promotion
Premium Promotion
Management Studies |
| Issue Date: | Jun-2011 |
| Publisher: | Cochin University of Science and Technology |
| Abstract: | The study was an attempt to find out the effect of Sales Promotion,Price and Premium Promotion,on Consumer Based Brand Equity.The dimensions of consumer Based Brand Equity under study were Brand Awareness and Associations,Perceived Quality and Brand Loyalty.The Product categories under study were Convenience Products,shopping Products and Specialty Products and the product classes taken were Toothpastes,Colour Television and Athletic Shoes.The brands under study were Convenience Products-Anchor,Closeup,Colgate and Dabur:Shopping products-LG,Onida,Samsung and Sony and Specialty Products-Action,Adidas,Nike and Reebok.The primary objective of the study was to examine the effect of Sales Promotion,Price and Premium Promotion,on Consumer Based Brand Equity(CBBE) |
| Description: | School of Management Studies,Cochin University of Science and Technology |
| URI: | http://dyuthi.cusat.ac.in/purl/2793 |
| Appears in Collections: | Faculty of Social Sciences
|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.
|
