How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement productsLe Dang Lang, Weng Marc Lim and Francisco Guzmán Journal of Business Research, 2022, vol. 141, issue C, 175-190 Abstract: Research on promotion mix and brand equity remains fragmented and piecemeal. Moreover, a joint study of the two marketing concepts in a low involvement product setting is non-existent. This study addresses this gap by adopting: (1) established theoretical lenses—Kotler’s promotion mix (advertising, sponsorship, sales promotions, and public relations), Aaker’s consumer-based brand equity (brand awareness, brand associations, perceived quality, and brand loyalty), and the theory of purchase involvement; (2) a mixed-methods approach—in-depth and focus group interviews and a survey; and (3) a low involvement product context—soft drinks. This research contributes by: (1) reconciling marketing scales of constructs with measurement items (advertising, sales promotions, brand awareness, brand associations, perceived quality, and brand loyalty); (2) developing new scales for constructs without measurement items (sponsorship and public relations); and (3) analyzing the relationships among them in a low involvement product context. Implications, limitations, and future research directions conclude the research. Keywords: Promotion mix; Brand equity; Low involvement products (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:141:y:2022:i:c:p:175-190 DOI: 10.1016/j.jbusres.2021.12.028 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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