Global Fashion Management Conference 2015 Global Fashion Management Conference at Florence , Renaissance of Marketing and Management in Fashion (p.76-88)

PRICE PROMOTIONS AND BRAND EQUITY: THE CASE OF LUXURY BRANDS

키워드 :
brand loyalty,brand equity,luxury brands,consumers’ attitude,price promotion

초록

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.