The Impact of Advertising, Sales Promotion and Sponsorship Programs on Brand Equity: A Case Study among Customers in Samsung Products in Tehran

Abstract

The purpose of this study was to examine the impact of advertising, sales promotion and sponsorship programs (selected elements of marketing communications) on brand equity. Since marketing communications play major role in creating value for different brands and also advertising, sales promotion and sponsorship are three important and costly activities in marketing, it is very important to manage these activities. Theoretical and conceptual model of this study have been taken from the Buil model. The research is considered applied according to the type of purpose, and is descriptive - survey of classified sampling according to the type of data collected, and is considered causal research because of examining the causal relationships between variables. Library and field methods of data collection were used , and for this purpose a questionnaire with 38 questions with five- option Likert scale was used as a research tool. The infinite population of this study were the customers of Samsung products in Tehran and the sample size was 500 according to Cochran's formula. In order to analyze the survey data, descriptive and inferential statistical methods were used. Kolmogorov - Smirnov test was used to determine the normal distribution of the sample, and Pearson correlation test, T -test and bivariate regression were used for testing the research hypotheses. The result of the test of this hypothesis suggests that advertising, sales promotion and sponsorship programs have a direct impact on brand equity. According to the results, the suggestions for strengthening these elements are presented.