The effect of brand character and sales advancements on brand fairness
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2013, Vol 6, Issue 10
Abstract
This research estimate the comparative effect of a long-term brand management instrument (brand character) and a short-term marketing mix instrument (sales advancements) on brand fairnessforming. The authors measure consumer perceptions of promotional intensity and brand character and model their effect on brand fairness. They find a positive effect of brand character and a negative effect of sales promotion intensity on brand fairness at the accumulate level. According to the research, that identifies varying consumer responses to promotional deals, this study assumesthat the comparativeeffect of the two elements varies across consumer groups. Three homogeneous consumer groups differ according to thecomparativeeffect of brand character and consumer advancements on brand fairness.
Authors and Affiliations
Alireza azimi| Department of management, Kurdistan Science and Research branch, Islamic Azad University, sanandaj , Iran, alirezaazimi13@gmail.com, Fakhraddin maroofi| Department of management, Kurdistan Science and Research branch, Islamic Azad University, sanandaj , Iran, email:maroofif2900@gmail.com
Keywords
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