research paper
Saurashtra University
Re – Accredited Grade ‘B’ by NAAC
(CGPA 2.93)
Vaishnani Haresh B., 2011, Effects of Sales Promotions on Consumer
Preferences and Brand Equity Perception: with specific reference to FMCG
Products, thesis PhD, Saurashtra University
http://etheses.saurashtrauniversity.edu/id/eprint/63
Copyright and moral rights for this thesis are retained by the author
A copy can be downloaded for personal non-commercial research or study, without prior permission or charge.
This thesis cannot be reproduced or quoted extensively from without first obtaining permission in writing from the Author.
The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the Author
When referring to this work, full bibliographic details including the author, title, awarding institution and date of the thesis must be given.
Saurashtra University Theses Service http://etheses.saurashtrauniversity.edu repository@sauuni.ernet.in
© The Author
A Study On
“Effects of Sales Promotions on Consumer Preferences and
Brand Equity Perception”
(With specific reference to FMCG Products)
Thesis
Submitted in partial fulfillment of the requirements for the
Degree of Doctor of Philosophy to Saurashtra University
Under the Guidance of
Dr. Sanjay J. Bhayani
Associate Professor, Department of Business Management
Saurashtra University
Rajkot – 360 005
By
Haresh B. Vaishnani
Assistant Professor, Department of Business Management
Saurashtra University
Rajkot – 360 005
February 2011.
~I~
Declaration
I declare that the conceptual framework of the thesis has been developed based on the detailed and through literature Review as shown in the bibliography section. I have quoted several statistics, notes, opinions, and other information directly from the various books, journals, periodicals, and other reference materials with clear mention of the source of the information in the footnote
Re – Accredited Grade ‘B’ by NAAC
(CGPA 2.93)
Vaishnani Haresh B., 2011, Effects of Sales Promotions on Consumer
Preferences and Brand Equity Perception: with specific reference to FMCG
Products, thesis PhD, Saurashtra University
http://etheses.saurashtrauniversity.edu/id/eprint/63
Copyright and moral rights for this thesis are retained by the author
A copy can be downloaded for personal non-commercial research or study, without prior permission or charge.
This thesis cannot be reproduced or quoted extensively from without first obtaining permission in writing from the Author.
The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the Author
When referring to this work, full bibliographic details including the author, title, awarding institution and date of the thesis must be given.
Saurashtra University Theses Service http://etheses.saurashtrauniversity.edu repository@sauuni.ernet.in
© The Author
A Study On
“Effects of Sales Promotions on Consumer Preferences and
Brand Equity Perception”
(With specific reference to FMCG Products)
Thesis
Submitted in partial fulfillment of the requirements for the
Degree of Doctor of Philosophy to Saurashtra University
Under the Guidance of
Dr. Sanjay J. Bhayani
Associate Professor, Department of Business Management
Saurashtra University
Rajkot – 360 005
By
Haresh B. Vaishnani
Assistant Professor, Department of Business Management
Saurashtra University
Rajkot – 360 005
February 2011.
~I~
Declaration
I declare that the conceptual framework of the thesis has been developed based on the detailed and through literature Review as shown in the bibliography section. I have quoted several statistics, notes, opinions, and other information directly from the various books, journals, periodicals, and other reference materials with clear mention of the source of the information in the footnote
References: Aaker, D. (1991), Managing Brand Equity: Capitalizing on the value of a Brand Name, The Free Press, New York, NY. Aaker, D. (1996). Building Strong Brands, Free Press, New York, NY. Ambler, T. (2003), Marketing and the bottom line, 2nd edition. London, Prentice Hall. Ambler, T. (1995), ‗Building Brand Relationship‘, December 1, Financial Times. Barron, J. (2003), ‗How strong brands get on intent and stay there‘ Journal of Business Strategy, 3: 36-41. Barwise, P. and Farley, J.U. (2004), ‗Marketing Metrics: Status of Six Metrics in Five Countries‘, European Management Journal, 22 (3): 257-262 Batey, M. (2008), Brand Meaning, Taylor & Francis Group, New York Berry, J Best, R.J. (2005), Market-based management: strategies for growing customer value and profitability Beverland, M. (2005), ‗Brand Management and the challenge of authenticity‘, Journal of Product and Brand Management, 14 (7): 460-461 Blattberg and Kenneth J. Wisniewski (1989), ―Price-Induced Patterns of Competition,‖ Marketing Science, 8 (4), 81-100. Chandon, Pierre and Brian Wansink (1999), ―When and Why Does Consumer Stockpiling Accelerate Consumption?‖ working paper No De Chernatony, L. (1996), ‗Integrated brand building using brand taxanomies‘, Marketing Intelligence and Planning, 14 (7): 40-45 Davis, S. (2002), Brand Asset Management: how businesses can profit from the power of brand, Journal of Consumer Marketing, 19 (4): 351- 358. Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (1997), Marketing: Concepts and Strategies, 3rd European ed., Houghton Mifflin, Dunn, M. and Davis, S. (2004), Handbook of Business Strategy, MCB UP Limited. Dubin, J. A. (1998), ‗The Demand for Branded and Unbranded Products: An Econometric Method for Valuing Intangible Assets‘, Studies in Consumer Farquhar, P. (1989), ‗Managing Brand Equity,‘ Marketing Research, 1 (9): 2433. Hambleton, R. (1987), The branding of America, Yankee Books, New York. Henkel, S., Tomczak, T, Heitmann, M. & Herrmann, A. (2007), Managing brand consistent employee behaviors: relevance and managerial control of Hong-bumm, K. and Woo, G.K., Jeong, A.A. (2003), ‗The effect of consumer based brand equity on firms‘ financial performance‘, Journal of Consumer Kay, M.J. (2005), Strong brands and corporate brands, European Journal of Marketing, 40 (7/8): 742-760 Keller, K. L. (1993), ‗Conceptualizing, Measuring, and Managing Customer Based Brand Equity,‘ Journal of Marketing, 57 (1), 1-22. Keller, Kevin Lane (1993), ―Conceptualizing, Measuring, and Managing Customer-based Brand Equity,‖ Journal of Marketing, 57 (1), 1-22. Kish, P., Riskey D.R. & Kerin, R.A. (2001), ‗Measurement and tracking Brand equity in the market place: The PepsiCo experience‘, International Leiser, M. (2004), Handbook of Business Strategy, MCB UP Limited Leuthesser, L LisaWood. (2000) Brands and brand equity: definition and management, Management Decision, 38(9), 662-669. 84 | P a g e Millward Brown, (2008), Recession marketing presentation [online].