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


  • Sandeep Kumar Research Scholar Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand, India.
  • Dr. Sidheswar Patra Assistant Professor Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand, India.


Promotion Mix, Brand Equity, Significance, Advertising


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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How to Cite

Sandeep Kumar, & Dr. Sidheswar Patra. (2017). Does Promotion Mix Really Help to Enhance Brand Equity: A Literature Review. Indian Journal of Commerce and Management Studies, 8(2), 80–86. Retrieved from