This study explores the relationships between two central elements of marketing communication programs — advertising and sales promotions — and their impact on brand equity creation. In particular, the research focuses on advertising spend and individuals' attitudes toward the...

A study, by in‐home interviews using a fully structured questionnaire with 80 consumers of mineral waters and 86 consumers of fruit juice – grocery products where advertising had either been continuously increased or decreased: results suggests that consumer awareness of price for either...

Purpose – The objective of this paper is to better understand the factors that influence consumers' responses toward gift promotions. Specifically, the aim is to analyse four variables: the nature of the promoted product, the fit between the product and the gift, the type of brand used in the...