d o e s l o n g- t e r m m a r k e t i n g p r o d u c t i v i t y d e p e n d o n b r a n d r e s o u r c e s（d o e s l o n g - t e r m m r k u e t i n g p r o d c t我v t y d e p e n d o n b r n d r e s o u r c e s）（44页）.docVIP

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d o e s l o n g- t e r m m a r k e t i n g p r o d u c t i v i t y d e p e n d o n b r a n d r e s o u r c e s（d o e s l o n g - t e r m m r k u e t i n g p r o d c t我v t y d e p e n d o n b r n d r e s o u r c e s）（44页）.doc

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d o e s l o n g- t e r m m a r k e t i n g p r o d u c t i v i t y d e p e n d o n b r a n d r e s o u r c e s（d o e s l o n g - t e r m m r k u e t i n g p r o d c t我v t y d e p e n d o n b r n d r e s o u r c e s）（44页）

THE IMPACT OF BRAND EQUITY AND INNOVATION ON THE LONG-TERM EFFECTIVENESS OF PROMOTIONS REBECCA J. SLOTEGRAAF KOEN PAUWELS Rebecca J. Slotegraaf is Assistant Professor of Marketing and Eli Lilly Faculty Fellow at the Kelley School of Business, Indiana University, 1309 East Tenth Street, Bloomington, IN 47405 (phone: 812-855-1014, fax: 812-855-6440, email: rslotegr@). Koen Pauwels is Associate Professor of Business Administration, Tuck School of Business, Dartmouth College, 100 Tuck Hall, Hanover, NH, 03755 (phone: 603-646-1097, fax: 603-646-1308, email: koen.h.pauwels@). Both authors contributed equally to this research. The authors thank Kevin Keller, Don Lehmann, the editor, associate editor and two anonymous reviewers of JMR, and seminar participants at Emory University, the London Business School, Rice University, the University of Michigan, University of Illinois, Georgia Institute of Technology, ANZMAC and the Marketing Dynamics Conference for their valuable comments. The authors also appreciate the generous financial support of the 3M University Relations faculty grant awarded to the first author. THE IMPACT OF BRAND EQUITY AND INNOVATION ON THE LONG-TERM EFFECTIVENESS OF PROMOTIONS Abstract Though managers often hope to obtain long-term benefits with temporary marketing actions, academic studies imply their chances are slim. Yet extant research has implicitly assumed that the brand itself carries no influence over whether marketing promotions have the power to permanently lift sales. Using panel data for 7 years from 100 brands across seven product categories, we employ a two-stage approach in which we first estimate the long-term marketing effectiveness with persistence modeling, and then relate those effectiveness estimates to brand equity and new product introductions. By examining a broad range of brands in each category, we find that positive sales evolution from promotional efforts is fairly common, especially for small brands