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Asian Journal of Management
Year : 2017, Volume : 8, Issue : 4
First page : ( 1387) Last page : ( 1392)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2017.00211.6

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

Kumar Sandeep*, Patra Sidheswar

Research Scholar, Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand

*Corresponding Author E-mail: sandeepthakur2022@gmail.com

Online published on 2 June, 2018.

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.

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Keywords

Promotion Mix, Brand Equity, Significance, Advertising.

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