The impact of marketing communication and price promotion on brandequitySummaryThe paper establishes a theoretical and empirical basis that shows the impact ofmarketing communications and price promotion on brand equity. The theoreticalreview supports applying analysis techniques based on structural equations modelsto confirm empirically the relationship between marketing communication effortsand the dimensions of brand equity: perceived quality, brand loyalty, brandawareness and brand image. This measurement model is verified on a samplegroup of families which purchased durable goods — in this case a washingmachine. The results indicate the positive effect of marketing communication onbrand equity, and offer strong support for the measures of perceived quality, brandloyalty, brand awareness and brand image as antecedents of brand equity.The paper analyses the importance of perceived spending on marketing
