Consumer Perception of Sales Promotion Intensity, Marketing Activities on Social Media and Uniqueness of Brands

Abstract

Intense competition and technological advancements have made it difficult for organisations to create brand differentiation. Along with organisations, consumers arc also confused to make the right decision. Differentiation based on physical attributes is not lasting. It's time to create differentiation based on brand equity. The study is aimed to see the effects of perceived offline and online marketing activities on brand equity. A conceptual model based on previous literature developed and tested to verify the suggested hypotheses and relationships. Responses were collected from 385 respondents through convenience sampling. The model analyzed for SF.M through AMOS. There were four hypotheses in the study, out of which one was rejected. Social Media Activities and Uniqueness are the significant predictors of Brand Equity whereas Sales Promotion Intensity docs have insignificant effect on it. Brand Equity impact on Brand Attitude was also found to be significant.