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

Sandeep Kumar and Sidheswar Patra
Additional contact information
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.

Indian Journal of Commerce and Management Studies, 2017, vol. 08, issue 2, 80-86

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.

Keywords: Promotion Mix; Brand Equity; Significance; Advertising (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://scholarshub.net/index.php/ijcms/article/view/74/68 (application/pdf)
http://scholarshub.net/index.php/ijcms/article/view/74 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aii:ijcmss:v:08:y:2017:i:2:p:80-86

DOI: 10.18843/ijcms/v8i2/11

Access Statistics for this article

Indian Journal of Commerce and Management Studies is currently edited by Dr. Arif Anjum

More articles in Indian Journal of Commerce and Management Studies from Educational Research Multimedia & Publications,India
Bibliographic data for series maintained by Mr. Asif Anjum ().