Sales promotions effects on consumer-based brand equity

Research has traditionally posited that sales promotions erode brand equity. However, in current management practices, one may observe that companies design promotional programmes to differentiate and modernise their brand image and build brand awareness.
  

Sales Promotions Effects On Consumer-Based Brand Equity

Mariola Palazn-Vidal and Elena Delgado-Ballester University of Murcia, Spain

Introduction

Building a strong brand in the market is the current goal of many organisations. This is due to the...