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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:	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
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id	my.uum.repo.26169
record_format	eprints
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
_version_	1644284525077856256
score	13.211869

Analyzing the relationship between advertising and sales promotion with brand equity

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