Situdy On The Effect Of Integral Promotions On Brand Equilty

Brand equity was originated in the late last century, it was first proposed by western advertising researchers. During that period, the world economy was in recession, and business was in a hard condition. In order to survive and increase the corporate profits, many corporates use price promotion as their first marketing tactic, which leads to a intensive price competition. Some researchers found out, although taking advantages of price promotion is able to solve the inventory problem and increase sales for enterprises. It has a negative impact on the brand from a long-term view of development. In order to offset the negative effects on the corporate brand by short-term promotions, it needs a long-term returns such as integral promotion plan to maintain an enhanced customers’feelings and cognitive on the brand. Nowadays, as airlines frequent passengers plan succeed, various industries (such as: telecommunications, retail and banking) launched the distinctive integral promotion plans, Academia also has widespread attention to the impact of the integral promotion plans on customer behavior and perception, as well as customer brand loyalty. But few research aim at the integral promotion impact on brand equity.On the basis of predecessors’ research, this study builds a preliminary model and put forwards to the hypothesis of the integral promotion effect on brand equity. We use descriptive statistics analysis to describe the consumer individual characteristic variables, integral promotion in each dimension, brand equity and its dimensions variable, then we use correlation analysis and logistic analysis to discover the influence of the relationship between integral promotion with each dimension of brand equity. On the basis of the data analysis, we conclude that:Firstly, the impact of integral promotion and brand assets are not significant with those individual consumers. However, gender, salary and the monthly telephone payment have substantial impact to integral promotion and brand assets in several dimensions, namely:(1) Gender has great affect on return type, return time and brand loyalty.(2) Income salary has remarkable impact on return rate.(3) The monthly telephone payment has a significant impact on the rate of return, return type and brand image.Secondly, Points System Promotion Return Rate has significantly affected quality awareness, brand loyalty, brand reputation, brand image, and brand equity in a positive way. And these positive influences are more easily found in brand awareness and brand loyalty, which are the top2most affected factors among the five.Thirdly, Points System Promotion Return Timeline has significantly affected quality awareness, brand loyalty, brand reputation, brand image, and brand equity in a positive way. And these positive influences are more easily found in brand image and brand awareness, which are the top2most affected factors among the five.Integral promotion impact on brand equity research, not only to enrich the integral promotion and brand equity related theory, but also to the enterprise how to implement the integral promotion plan and promote the brand equity management. It helps corporates to maintain the customer and implementation of the strategy of "going out".