Role of Advertising and Promotion in Brand Equity Creation

Purchase Intention in the Fashion Industry on Local and International E-Commerce in Indonesia

“…Looking at this situation, buyers in Indonesia tend to care more about price rather than quality, as it is confirmed in previous researches about consumers with price sensitivity (Nikabadi, Safui, & Agheshlouei, 2015); (Salelaw & Singh, 2016). When purchasing a discounted product (or product with monetary promotion in it), they don't consider price cuts as a signal of poorer quality, instead they see it as an opportunity to get high quality products with cheaper prices (Nikabadi, Safui, & Agheshlouei, 2015). Hence, sellers use monetary promotions to attract customers' purchase intention by reducing the barter value for the same quality of a product.…”

“…There are studies that have analyzed the role of monetary and nonmonetary sales promotions on perceived quality for instance Salelaw & Singh (2016) found that monetary promotions positively affect perceived quality and non-monetary promotions negatively affect perceived quality. Nikabadi, Safui, & Agheshlouei (2015) found monetary promotions' influence positive toward the building of perceived quality and show a lack of positive and meaningful influence by non-monetary promotions. Shen (2019) found that both monetary and non-monetary promotions have positive influences toward perceived quality, although non-monetary promotions' were stronger.…”

Effect of social media sharing on destination brand awareness and destination quality

“…It can then be expected that destination awareness has a specific impact on destination brand features. In particular, when awareness is high, consumers tend to have a more positive perception of certain destination characteristics (Baldauf et al, 2003; Nikabadi et al, 2015). On the other hand, where awareness remains low, it may negatively affect destination characteristics’ perceptions.…”

“…The creation and sustainability of destination brand awareness are important because they provide optimistic information and create positive emotions that will likely increase the possibility of purchasing the brand’s offerings (Baldauf et al, 2003). Moreover, brand awareness also plays a critical role in tourists’ tourism destination quality perception (Buil et al, 2013; Nikabadi et al, 2015), and the communication channels facilitating the creation of destination brand awareness in customers should be taken into notice. Besides the fast developing technology, the increase in the number of destination brands has led to an increase in the variety of channels from which consumers obtain information about the brands.…”

An integrated model for customer equity estimation based on brand equity

“…According to Montaner and Pina (2008), these types of promotions harm the brand image. In addition, these campaigns are not long enough to establish long-term brand associations and can create uncertainty about brand quality (Nikabadi et al, 2015;Selvakumar & Vikkraman, 2011;Valette-Florence et al, 2011;Winer, 1986), which results in more negative brand perceptions. Also, the frequent use of price promotions has a negative impact on perceived quality and brand association dimensions because this tool leads consumers to think primarily about price and not about the brand (Yoo et al, 2000).…”