Analyzing the relationship between advertising and sales promotion with brand equity

• Main Authors: Abdullah, Haim Hilman, Hanaysha, Jalal R. M., Abd Ghani, Noor Hasmini
• Format: Article
• Language: English
• Published: 2017
• Subjects: HD28 Management. Industrial Management
• 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

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...