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Does Promotion Mix Really Help to Enhance Brand Equity: A Literature Review

Author

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  • Sandeep Kumar

    (Research Scholar, Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand, India.)

  • Sidheswar Patra

    (Research Scholar, Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand, India.)

Abstract

In the modern marketing, promotion is the most familiar strategy used by the various business organizations to fascinate the customer. Promotional mix is a critical approach to enhance the sales that are why companies try to do some more attractive, influencing promotion through various media. The prime motive of the article is reviewing the promotions mix elements significance (advertising, personal selling, public relations and direct marketing, sale promotion) to brand equity dimensions. The result endorses that promotional mix component helps to enhance the brand equity. No doubt, promotion mix elements have a dynamic and significant impact on brand equity, but studies also recommended that monetary promotion might harm brand image which can be a negative effect on brand equity creation. This article discusses the significance of promotion mix element to brand equity.

Suggested Citation

  • Sandeep Kumar & Sidheswar Patra, 2017. "Does Promotion Mix Really Help to Enhance Brand Equity: A Literature Review," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(2), pages 80-86, May.
    • Handle: RePEc:aii:ijcmss:v:08:y:2017:i:2:p:80-86
    DOI: 10.18843/ijcms/v8i2/11
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    References listed on IDEAS

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    1. Valette-Florence, Pierre & Guizani, Haythem & Merunka, Dwight, 2011. "The impact of brand personality and sales promotions on brand equity," Journal of Business Research, Elsevier, vol. 64(1), pages 24-28, January.
    2. Pierre Valette-Florence & Haythem Guizani & Dwight Merunka, 2011. "The impact of brand personality and sales promotions on brand equity," Post-Print hal-01822306, HAL.
    3. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    4. Sajid Tufail & Rashid Saeed & Hashim Zameer & Muhammad Bilal & Bilal Naeem, 2014. "Impact of Sponsorship and Publicity on Brand Equity," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(12), pages 15-23, December.
    5. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    6. Kim, Kyung Hoon & Kim, Kang Sik & Kim, Dong Yul & Kim, Jong Ho & Kang, Suk Hou, 2008. "Brand equity in hospital marketing," Journal of Business Research, Elsevier, vol. 61(1), pages 75-82, January.
    7. L. Zarantonello & B.H. Schmitt, 2013. "The impact of event marketing on brand equity:The mediating roles of brand experience and brand attitude," Post-Print hal-00847423, HAL.
    8. Kirmani, Amna & Wright, Peter, 1989. "Money Talks: Perceived Advertising Expense and Expected Product Quality," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 344-353, December.
    9. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
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    2. Xiaofang Lin & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2024. "Unveiling the effect of social media marketing activities on logistics brand equity and reuse intention," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.

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