The research was aimed at determining the mediation’s influence of customer value in relationship Media Social Marketing Brand Equity. methods used were descriptive-associative and cluster sampling method. Spreading out questionnaires to 390 respondents who costumers local fashion brand Mayoutfit Sukabumi City. technique analysing data Structural Equation Modelling analysis assisted by AMOS Ver...

INTRODUCTION Brand equity and consumer loyalty play a role in continued purchasing behaviour; however, this research has largely focused on non-addictive products without counter-marketing tactics. We examined the impact of brand equity (price premium, market share) and consumer loyalty (switching rates) on smoking cessation (discontinued cigarette purchases for 1 year) among smokers in a consu...

A common event in the consumer packaged goods industry is the negotiation between a manufacturer and a retailer of the sales promotion calendar. Determining the promotion calendar involves a large number of decisions regarding levels of temporary price reductions, feature ads, and in-store displays, each executed at the level of individual retail accounts and brand SKUs over several months or a...

Manufacturers are not necessarily in the "prisoner's dilemma" with their promotional spending. A small share brand may be made better off by promoting even if its behavior triggers a promotional response from larger share conpetitors. Given the seeming inevitability of promotional activity, we consider the management of promotional expenditures across a product line. A manufacturer with two bra...