2011年品牌资产外文翻译--品牌个性和促销对品牌资产的影响

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1、3250 英文单词， 19500 英文单词 ， 中文 6100 字 文献出处： Valette-Florence P, Guizani H, Merunka D. The impact of brand personality and sales promotions on brand equityJ. Journal of Business Research, 2011, 64(1): 24-28. The impact of brand personality and sales promotions on brand equity Pierre Valette-Florence, Hay

2、them Guizani, Dwight Merunka Abstract This research assesses the relative impact of a long-term brand management instrument (brand personality) and a short-term marketing mix instrument (sales promotions) on brand equity formation. The authors measure consumer perceptions of promotional intensity an

3、d brand personality and model their impact on brand equity. They nd a positive impact of brand personality and a negative impact of sales promotion intensity on brand equity at the aggregate level. In line with research that identies varying consumer responses to promotional deals, this study posits

4、 that the relative impact of the two elements varies across consumer groups. Three homogeneous consumer groups differ according to the relative impact of brand personality and consumer promotions on brand equity, following an application of a nite mixture partial least squares procedure. Keywords: B

5、rand personality; Promotional deals; Brand equity; Finite mixturePLS models 1. Introduction More marketing dollars accrue, over time, to operations that can produce sales in the short term. In particular, marketing expenditures for consumer promotions keep gaining importance in the marketing budgets

6、 of most consumer and durable goods. In contrast, advertising expenditures linked to brand-building activities appear to diminish over the years (Mela et al., 1997; Neslin, 2002; Srinivasan et al., 2004). This evolving allocation of resources across marketing activities poses a problem with regard to the return on marketing investments. To calculate the return on marketing investments, companies could use sales or prots, but they also might turn to several other equities (e.g., relatio