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...
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.
