Assignments Articles and Dissertation : PROMOTION IN BUSINESS

THE IMPACT OF ADVERTISING AND PRICE PROMOTION ON BRAND EQUITY: WITH PRODUCT CATEGORY AS A MODERATOR

ABSTRACT

Marketing communications may provide the means for developing strong, customer-based brand equity (Keller 2003).Among marketing communication tools, advertising and price promotion have always played a pivotal role. Prior research suggests that consumer search behavior is likely to be different across product categories. Hence, this paper examines the effect of perceived advertising spending and price promotion on brand equity across search-experience goods/services.

Acknowledgement:

I would like to thank X for his guidance and support and all those people who gave some of their time to test the completed system and suggest modifications and improvements to it. I would also like to thank Y for his help with colour coordination and proof-reading the finished report.

I would like to dedicate this dissertation to my parents who have been a source of inspiration to me all my life. It is only through their support and encouragement that this work has been possible.