Sales Promotions Effects On Consumer-Based Brand Equity

Mariola Palazn-Vidal and Elena Delgado-Ballester
University of Murcia, Spain

Introduction

Building a strong brand in the market is the current goal of many organisations. This is due to the fact that brand equity has been found to lead to higher prices (Firth 1993), greater market share (Park & Srinivasan 1994), more responsive advertising and promotions (Keller 1998), earlier market penetration (Robertson 1993) and more efficient product line extensions (Keller & Aaker 1992).