Advertising vs. R&D: Relative effectiveness on brand equity
This study examines whether advertising can contribute directly to brand equity and, if it can, determines how much value advertising can deliver to brands and firms using the secondary data from various sources. The findings show that advertising can not only work to improve market performance meas...
| Main Author: | |
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| Format: | Article |
| Language: | English |
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AOSIS
2015-09-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/99 |
| _version_ | 1817981629803528192 |
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| author | J. Jeong |
| author_facet | J. Jeong |
| author_sort | J. Jeong |
| collection | DOAJ |
| description | This study examines whether advertising can contribute directly to brand equity and, if it can, determines how much value advertising can deliver to brands and firms using the secondary data from various sources. The findings show that advertising can not only work to improve market performance measures but also to develop and maintain brand equity. R&D is also found to positively affect brand equity. With regard to the relative effectiveness of advertising and R&D, R&D is more effective than advertising in contributing to brand equity when measuring absolute effects of expenditures. When measuring simple changes in brand equity, however, changes in advertising are more effective than changes in R&D. |
| first_indexed | 2024-04-13T23:09:56Z |
| format | Article |
| id | doaj.art-a40e70aeeedc4a549772260a0899614e |
| institution | Directory Open Access Journal |
| issn | 2078-5585 2078-5976 |
| language | English |
| last_indexed | 2024-04-13T23:09:56Z |
| publishDate | 2015-09-01 |
| publisher | AOSIS |
| record_format | Article |
| series | South African Journal of Business Management |
| spelling | doaj.art-a40e70aeeedc4a549772260a0899614e2022-12-22T02:25:36ZengAOSISSouth African Journal of Business Management2078-55852078-59762015-09-01463314710.4102/sajbm.v46i3.9985Advertising vs. R&D: Relative effectiveness on brand equityJ. Jeong0Graduate School of Pan-Pacific International Studies, Kyung Hee UniversityThis study examines whether advertising can contribute directly to brand equity and, if it can, determines how much value advertising can deliver to brands and firms using the secondary data from various sources. The findings show that advertising can not only work to improve market performance measures but also to develop and maintain brand equity. R&D is also found to positively affect brand equity. With regard to the relative effectiveness of advertising and R&D, R&D is more effective than advertising in contributing to brand equity when measuring absolute effects of expenditures. When measuring simple changes in brand equity, however, changes in advertising are more effective than changes in R&D.https://sajbm.org/index.php/sajbm/article/view/99 |
| spellingShingle | J. Jeong Advertising vs. R&D: Relative effectiveness on brand equity South African Journal of Business Management |
| title | Advertising vs. R&D: Relative effectiveness on brand equity |
| title_full | Advertising vs. R&D: Relative effectiveness on brand equity |
| title_fullStr | Advertising vs. R&D: Relative effectiveness on brand equity |
| title_full_unstemmed | Advertising vs. R&D: Relative effectiveness on brand equity |
| title_short | Advertising vs. R&D: Relative effectiveness on brand equity |
| title_sort | advertising vs r d relative effectiveness on brand equity |
| url | https://sajbm.org/index.php/sajbm/article/view/99 |
| work_keys_str_mv | AT jjeong advertisingvsrdrelativeeffectivenessonbrandequity |