Analyzing the relationship between advertising and sales promotion with brand equity

In today’s competitive business environment, customers are considered to be the source of brand success. Customers have numerous choices to form among alternative products, and they apply a high level of effect in the market with regard to several aspects such as quality, product size, services, and...

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Main Authors: Abdullah, Haim Hilman, Hanaysha, Jalal R. M., Abd Ghani, Noor Hasmini
Format: Article
Language:English
Published: 2017
Subjects:
Online Access:http://repo.uum.edu.my/26169/1/AIJSS%2017%202%202017%2088%20101.pdf
http://repo.uum.edu.my/26169/
http://doi.org/10.29139/aijss.20170204
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spelling my.uum.repo.261692019-07-07T07:12:15Z http://repo.uum.edu.my/26169/ Analyzing the relationship between advertising and sales promotion with brand equity Abdullah, Haim Hilman Hanaysha, Jalal R. M. Abd Ghani, Noor Hasmini HD28 Management. Industrial Management In today’s competitive business environment, customers are considered to be the source of brand success. Customers have numerous choices to form among alternative products, and they apply a high level of effect in the market with regard to several aspects such as quality, product size, services, and price. Hence, it is very important for manufacturers to meet customers’ needs in order to stay competitive. Advertising and sales promotion are considered as the main tools of marketing communication which is influential in attracting the attention of the customer and building brand equity. Advertising and sales promotions are highly effective in affecting consumer purchase decisions of a particular brand. The main purpose of this paper is to analyze the link between advertising and sales promotion with brand equity. It reviews the past studies on the above-mentioned variables and provides some clarification to the nature of relationship existing between them. 2017 Article PeerReviewed application/pdf en http://repo.uum.edu.my/26169/1/AIJSS%2017%202%202017%2088%20101.pdf Abdullah, Haim Hilman and Hanaysha, Jalal R. M. and Abd Ghani, Noor Hasmini (2017) Analyzing the relationship between advertising and sales promotion with brand equity. Asian International Journal of Social Sciences, 17 (2). pp. 88-103. ISSN 25396102 http://doi.org/10.29139/aijss.20170204 doi:10.29139/aijss.20170204
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Abdullah, Haim Hilman
Hanaysha, Jalal R. M.
Abd Ghani, Noor Hasmini
Analyzing the relationship between advertising and sales promotion with brand equity
description In today’s competitive business environment, customers are considered to be the source of brand success. Customers have numerous choices to form among alternative products, and they apply a high level of effect in the market with regard to several aspects such as quality, product size, services, and price. Hence, it is very important for manufacturers to meet customers’ needs in order to stay competitive. Advertising and sales promotion are considered as the main tools of marketing communication which is influential in attracting the attention of the customer and building brand equity. Advertising and sales promotions are highly effective in affecting consumer purchase decisions of a particular brand. The main purpose of this paper is to analyze the link between advertising and sales promotion with brand equity. It reviews the past studies on the above-mentioned variables and provides some clarification to the nature of relationship existing between them.
format Article
author Abdullah, Haim Hilman
Hanaysha, Jalal R. M.
Abd Ghani, Noor Hasmini
author_facet Abdullah, Haim Hilman
Hanaysha, Jalal R. M.
Abd Ghani, Noor Hasmini
author_sort Abdullah, Haim Hilman
title Analyzing the relationship between advertising and sales promotion with brand equity
title_short Analyzing the relationship between advertising and sales promotion with brand equity
title_full Analyzing the relationship between advertising and sales promotion with brand equity
title_fullStr Analyzing the relationship between advertising and sales promotion with brand equity
title_full_unstemmed Analyzing the relationship between advertising and sales promotion with brand equity
title_sort analyzing the relationship between advertising and sales promotion with brand equity
publishDate 2017
url http://repo.uum.edu.my/26169/1/AIJSS%2017%202%202017%2088%20101.pdf
http://repo.uum.edu.my/26169/
http://doi.org/10.29139/aijss.20170204
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score 12.913726