作业帮英语翻译Marketing mix elements influenceconsumers' equity perceptions toward brands (Pappu andQuester,2008).These variables are important not only because theycan greatly affect brand equity but also because they are under companies'control,enabl
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英语翻译
Marketing mix elements influenceconsumers' equity perceptions toward brands (Pappu andQuester,2008).These variables are important not only because theycan greatly affect brand equity but also because they are under companies'control,enabling marketers to grow brand equity through their marketingactivities (Keller,1993,Berry,2000,Yoo et al.,2000,Ailawadi etal.,2003 and Herrmann et al.,2007).
Within the discipline of marketingdynamics,numerous studies use financial and product–market measures of brandequity to analyze the short- and long-term effects of marketing actions andpolices,such as advertising and price promotions (Leeflang etal.,2009,Ataman et al.,2010 and Srinivasan et al.,2010).
From the consumer-based brand equityperspective,which this research follows,Yoo et al.(2000) find that high advertising spend,high price,highdistribution intensity and distribution through retailers with good store imagewould help build brand equity.By contrast,frequent price promotions wouldharm brand equity.Villarejo and Sánchez (2005) also focustheir study on advertising spend and price promotions,while Bravo et al.(2007) add to these variables the effect of the price.
人工翻译,请审阅
市场营销组合要素影响着消费者对品牌的资产感知（Pappu和Quester , 2008年） .这些变量非常重要,不仅因为它们能极大地影响品牌资产,还因为他们是在公司的控制之下,使营销人员能通过自己的营销活动来增值品牌资产（Keller, 1993年,Berry, 2000年,Yoo等人, 2000年, Ailawadi等人,2003年以及Herrmann等人, 2007） .
在营销动力学这个学科中,许多研究利用品牌资产的财务和产品－市场的量度来分析市场营销活动及政策的短期和长期影响,如广告和降价促销（ Leeflang等人, 2009年,Ataman等人,2010年和Srinivasan等人, 2010年） .
从基于消费者的品牌资产的角度（这正是本研究遵循的）出发, Yoo等人（2000 年）发现,高的广告费用、高的价格、高的分销强度,以及通过具有良好店面形象的零售商的分销,将有助于建立品牌资产.与此相反,频繁的降价促销会损害品牌价值.Villarejo 和 Sánchez（ 2005年）也把他们的研究集中在广告支出和降价促上,而Bravo等人（2007 年）将这些变量增加到价格的影响上.