PRICE PROMOTIONS AND BRAND EQUITY: THE CASE OF LUXURY BRANDS

Rachata Rungtrakulchai

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/299290

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Global Fashion Management Conference

2015 Global Fashion Management Conference at Florence (2015.06)
pp.76-88

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

This study aims to investigate the effects of price promotions on the perception of a brand in the mind of consumer in luxury market. This study extends the previous literature on price promotional strategy and brand equity (brand awareness, brand image, and brand loyalty) by focusing on how a consumer perceives functional value and psychological value to create brand equity in luxury products.

Keyword

brand loyalty brand equity luxury brands consumers’ attitude price promotion

Author

Rachata Rungtrakulchai(Thai-Nichi Institute of Technology, Thailand)

KOREASCHOLAR

PRICE PROMOTIONS AND BRAND EQUITY: THE CASE OF LUXURY BRANDS