Role of advertising and promotional strategies in shaping consumer brand attitude regarding consumer durable retailers in Vietnam

Marketing communication is changing day by day along with the changing customer touch points, buying points, preferences and stores choices. As a result of this, advertising and promotional strategies are also changing. The purpose of this paper is to find the role of advertising and promotional strategies in shaping consumer brand attitude in the area of consumer durables in Vietnam. The present paper is exploratory cum descriptive in nature. The study uses primary data collected with the help of structured questionnaire from 638 respondents. The scale development and scale validation has been done through confirmatory factor analysis and validity and reliability analysis testing respectively. Structural equation modelling has been applied to establish the relationship between advertising and promotional strategies and brand attitude. It has been found from the study that there are four constructs of advertising and promotional strategies namely advertising, sales promotion, direct marketing and word of mouth. All these constructs have significant role in shaping brand attitude. The study establishes the relationship among advertising and promotional strategies and brand attitude. Such a comprehensive relationship was not found in the extant literature in the context of consumer durable retailing.