L’influence de la communication promotionnelle sur le capital de la marque: le cas de la communication promotionnelle en prospectus en grande consommation

Béatrice Parguel

in Economics Thesis from University Paris Dauphine from Paris Dauphine University

Abstract: In literature, sales promotion effects on brand equity are often documented through econometric models. However, few empirical researches have investigated the consumer’s perception of this specific type of communication. Thus to fill the gap, this work aims at studying sales promotion effects from a communication perspective by: (1) integrating the media component of sales promotion through store flyers, (2) identifying the store flyers’ effects on the consumer and on their perception of brands, (3) studying the influence of these effects on brand equity and (4) controlling moderating variables related to situational differences. Results of an experiment on 900 consumers confirm that persuasion through store flyers mainly use a peripheral route. This means of communication then appears as an efficient lever for brand activation in fast moving consumer goods industry.

Keywords: experiment; consumer’s perception; brand equity; store flyers; sales promotion; expérimentation; perceptions du consommateur; capital-marque; prospectus; communication promotionnelle (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2009 Written 2009
Note: dissertation
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://basepub.dauphine.fr/xmlui/bitstream/123456789/4672/1/These_Parguel.pdf (application/pdf)
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to basepub.dauphine.psl.eu:443 (Bad file descriptor) (http://basepub.dauphine.fr/xmlui/bitstream/123456789/4672/1/These_Parguel.pdf [301 Moved Permanently]--> https://basepub.dauphine.psl.eu/xmlui/bitstream/123456789/4672/1/These_Parguel.pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:dau:thesis:123456789/4672

Ordering information: This item can be ordered from
http://basepub.dauph ... andle/123456789/4672

Access Statistics for this book

More books in Economics Thesis from University Paris Dauphine from Paris Dauphine University Contact information at EDIRC.
Bibliographic data for series maintained by Alexandre Faure ( this e-mail address is bad, please contact ).