Impact of Brand Equity and Innovation on the Long-Term Effectiveness of Promotions (Record no. 29638)

MARC details
000 -LEADER
fixed length control field 01878pab a2200205 454500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140923b0 xxu||||| |||| 00| 0 eng d
040 ## - CATALOGING SOURCE
Transcribing agency Welingkar Institute of Management Development & Research, Mumbai
Original cataloging agency Welingkar Institute of Management Development & Research, Mumbai
041 ## - LANGUAGE CODE
Language code of text/sound track or separate title ENG
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number
Item number Reb
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Rebecca J Slotegraaf
245 ## - TITLE STATEMENT
Title Impact of Brand Equity and Innovation on the Long-Term Effectiveness of Promotions
250 ## - EDITION STATEMENT
Edition statement 3
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc.
Name of publisher, distributor, etc. June 2008
Date of publication, distribution, etc. 0
300 ## - PHYSICAL DESCRIPTION
Extent 293-306 Pp.
490 ## - SERIES STATEMENT
Volume/sequential designation XLV
520 ## - SUMMARY, ETC.
Summary, etc. Although managers often hope to obtain long-term benefits with temporary marketing actions, academic studies imply that their chances are slim. Extant research has implicitly assumed that the brand itself carries no influence over whether marketing promotions have the power to lift sales permanently. Using panel data for seven years from 100 brands across seven product categories, the authors employ a two-stage approach in which long-term promotional effectiveness is first estimated with persistence modeling and then these effectiveness estimates are related to brand equity and new product introductions. By examining a broad range of brands in each category, the authors find that positive sales evolution from promotional efforts is fairly common, especially for small brands. Moreover, the authors find that both permanent and cumulative sales effects from marketing promotions are greater for brands with higher equity and more product introductions, whereas brands with low equity gain greater benefits from product introductions. These results offer new research and managerial insights into the presence and conditions for persistent benefits from marketing promotions.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Brand Equity, New Products, Promotions
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="http://192.168.6.13/libsuite/mm_files/Articles/AR9767.pdf">http://192.168.6.13/libsuite/mm_files/Articles/AR9767.pdf</a>
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN)
a 28670
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Cost, replacement price Price effective from Koha item type
        Main Library Main Library 27/08/2008 0.00   Reb AR9767 23/09/2014 0.00 23/09/2014 Articles

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