| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 95 === Over the last two decades, marketing researchers have focused on and studied the relationship between integrated marketing communication (IMC) and brand equity. Of the various marketing communication tools, advertising and price promotion have always played a pivotal role in marketing of brands. Hence, in this paper, two marketing communications variables were collected from the marketing mix that measure the positive and negative effect of perceived advertising spending and price promotion on brand equity. Finally, this study investigates the effects of advertising and price promotion on brand equity across search-experience goods/services, since the existing work on brand equity has focused almost exclusively on products and has failed to adequately consider service industries (Smith, 1991). The formal questionnaire design in this study chooses jean as search products and bank as experience products. SPSS13.0 statistic software is used to do basic data analysis, exploratory factor analysis, correlation analysis and regression analysis.
According to analytic results, this study finds that advertising has significant positive relationship on brand equity of search product and experience product. However, price promotion has the same moderate effect on brand equity due to the difference of product category. Price promotion in jean brand awareness and brand association has significant negative impact. However, it has positive effect on perceived quality and brand loyalty in banking industry. In order to build strong brand equity efficiently, managers must invest in the advertising but considering product categories when applying price promotion.
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