ISSN

2321-5763 (Online)
0976-495X (Print)


Author(s): Sandeep Kumar, Sidheswar Patra

Email(s): sandeepthakur2022@gmail.com

DOI: 10.5958/2321-5763.2017.00211.6   

Address: Sandeep Kumar*, Sidheswar Patra
Research Scholar, Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand
*Corresponding Author

Published In:   Volume - 8,      Issue - 4,     Year - 2017


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.


Cite this article:
Sandeep Kumar, Sidheswar Patra. Does Promotion Mix Really Help To Enhance Brand Equity: A Literature Review. Asian J. Management; 2017; 8(4):1387-1392. doi: 10.5958/2321-5763.2017.00211.6


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Asian Journal of Management (AJM) is an international, peer-reviewed journal, devoted to managerial sciences. The aim of AJM is to publish the relevant to applied management theory and practice...... Read more >>>

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DOI: 10.5958/2321-5763 


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