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

Abstract : In the literature, sales promotion effects on brand equity are often documented through econometric models. However, few empirical researches have investigated the consumer's perceptions of this specific type of communication. To fill this gap, this work aims thus at studying sales promotion effects from a communication perspective by: (1) integrating the media component of sales promotion under the form of store flyers, (2) identifying store flyers effects on the consumer and on his or her perceptions of the brand, (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 kind of communication appears then as an efficient lever for brand activation in fast moving consumer goods industry.
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https://tel.archives-ouvertes.fr/tel-00658837
Contributor : Béatrice Parguel <>
Submitted on : Wednesday, January 11, 2012 - 1:56:07 PM
Last modification on : Wednesday, October 14, 2020 - 4:01:16 AM
Long-term archiving on: : Thursday, April 12, 2012 - 2:35:25 AM

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  • HAL Id : tel-00658837, version 1

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Béatrice Parguel. L'influence de la communication promotionnelle sur le capital de la marque : le cas de la communication promotionnelle en prospectus en grande consommation. Gestion et management. Université Paris Dauphine - Paris IX, 2009. Français. ⟨tel-00658837⟩

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