EMPIRICAL ANALYSIS OF PROMOTIONAL MIX AND ITS IMPACT ON BRAND EQUITY : A CASE STUDY AMONG CUSTOMERS OF TANISHQ, SIVAKASI TOWN
Abstract & Details
Research Area
Management Studies
Keywords
Brand equity & Promotional mix
Abstract
The purpose of this study was to examine the impact of Advertising, Sales Promotion and Direct Marketing on Brand equity. Promotional mix plays a vital role in creating value for different brands and also reach targeted consumers and persuade them to buy. Promotion is vital element in marketing mix.
In this context, promotional mix has positively affect brand equity. Data were collected from 305 selected customers of Tanishq, Sivakasi Town. The results revealed that the correlation value between promotional mix and brand equity 0.722 which is significance at 1% levels. According to the regression analysis, 62% of promotional mix effects on brand equity. So, promotional mix effects on brand equity.
License
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Commons
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Author Information
| # | Name | Institute / Affiliation |
|---|---|---|
| 1 | Dr.R.Kasi Raman | P.S.R.Engineering College, Sivakasi |
| 2 | M.Kanimozhi | P.S.R.Engineering College, Sivakasi |
| 3 | U.Siva Priya | P.S.R.Engineering College, Sivakasi |
How to Cite
Use the following formats to cite this article in your research.
APA Style
Raman, Dr.R.Kasi, M.Kanimozhi, & Priya, U.Siva (2021). EMPIRICAL ANALYSIS OF PROMOTIONAL MIX AND ITS IMPACT ON BRAND EQUITY : A CASE STUDY AMONG CUSTOMERS OF TANISHQ, SIVAKASI TOWN. International Journal of Advance Research and Innovative Ideas In Education, 7(3), 2528-2535.
MLA Style
Raman, Dr.R.Kasi, et al. "EMPIRICAL ANALYSIS OF PROMOTIONAL MIX AND ITS IMPACT ON BRAND EQUITY : A CASE STUDY AMONG CUSTOMERS OF TANISHQ, SIVAKASI TOWN." International Journal of Advance Research and Innovative Ideas In Education, vol. 7, no. 3, 2021, pp. 2528-2535.
IEEE Style
Dr.R.Kasi Raman, M.Kanimozhi, and U.Siva Priya, "EMPIRICAL ANALYSIS OF PROMOTIONAL MIX AND ITS IMPACT ON BRAND EQUITY : A CASE STUDY AMONG CUSTOMERS OF TANISHQ, SIVAKASI TOWN," International Journal of Advance Research and Innovative Ideas In Education, vol. 7, no. 3, pp. 2528-2535, 2021.
Vancouver Style
Raman Dr.R.Kasi, M.Kanimozhi, Priya U.Siva. EMPIRICAL ANALYSIS OF PROMOTIONAL MIX AND ITS IMPACT ON BRAND EQUITY : A CASE STUDY AMONG CUSTOMERS OF TANISHQ, SIVAKASI TOWN. International Journal of Advance Research and Innovative Ideas In Education. 2021;7(3):2528-2535.
Harvard Style
Raman, Dr.R.Kasi, M.Kanimozhi, & Priya, U.Siva (2021) 'EMPIRICAL ANALYSIS OF PROMOTIONAL MIX AND ITS IMPACT ON BRAND EQUITY : A CASE STUDY AMONG CUSTOMERS OF TANISHQ, SIVAKASI TOWN', International Journal of Advance Research and Innovative Ideas In Education, 7(3), pp. 2528-2535.
Chicago Style
Raman, Dr.R.Kasi, M.Kanimozhi, and U.Siva Priya. "EMPIRICAL ANALYSIS OF PROMOTIONAL MIX AND ITS IMPACT ON BRAND EQUITY : A CASE STUDY AMONG CUSTOMERS OF TANISHQ, SIVAKASI TOWN." International Journal of Advance Research and Innovative Ideas In Education 7, no. 3 (2021): 2528-2535.
Turabian Style
Raman, Dr.R.Kasi, M.Kanimozhi, and U.Siva Priya. "EMPIRICAL ANALYSIS OF PROMOTIONAL MIX AND ITS IMPACT ON BRAND EQUITY : A CASE STUDY AMONG CUSTOMERS OF TANISHQ, SIVAKASI TOWN." International Journal of Advance Research and Innovative Ideas In Education 7, no. 3 (2021): 2528-2535.
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