Impact of Advertising on Brand Equity

This assignment investigates the relationship between advertising and brand equity. It delves into how promotional strategies influence sales volume, brand awareness, and customer loyalty. The analysis involves reviewing academic literature and potentially conducting case studies or surveys to support the findings. Recommendations are offered for businesses seeking to enhance their brand equity through effective advertising practices.

Research
Project
1

TABLE OF CONTENTS
Introduction..........................................................................................................................................3
Task 1...................................................................................................................................................3
1.1 Research outline specifications..............................................................................................3
1.2 factors contribution to selection of research..........................................................................3
1.3 A critical review of key references........................................................................................4
1.4 Research project specification...............................................................................................6
1.5 Appropriate plan and procedures for the agreed research specification................................7
Task 2.................................................................................................................................................10
2.1 Matching resources efficiently to the research question or hypothesis...............................10
2.2 Proposed research investigation in accordance with the agreed specification and
procedures..................................................................................................................................12
2.3..............................................................................................................................................13
Task 3.................................................................................................................................................14
3.1 Using research evaluation techniques..................................................................................14
3.2 Interpretation and analysis the results..................................................................................14
3.3 Making recommendation and justify future areas...............................................................23
Task 4.................................................................................................................................................24
4.1 agreed format and media to present outcome......................................................................24
References..........................................................................................................................................25
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INTRODUCTION
Research can be termed as an in-depth investigation into a particular topic with an
objective to find out some valid conclusion. Here, different primary and secondary sources are
used to gather data and derive suitable results. The present research is carried out on topic “The
Role of Advertising and Promotion on sales volume and brand as well as equity creation of an
organization''.
TASK 1
1.1 Research outline specifications
Aim: “To identify the Role of Advertising and Promotion on sales volume, brand and equity
creation of an organization”- A study on Sainsbury UK.
Objectives
 To determine the importance of advertisement and promotion
 To assess the link between advertisement and promotion and areas such as sales volume,
brand equity
 To recommended the key strategies through which Sainsbury can enhance its sales
volume and brand equity with the help of advertisement and promotion
For the purpose of conducting the existing research, the scholar has identified and
evaluated wide range of topics. Topics related to customer satisfaction, modern marketing tools,
impact of advertisement, brand loyalty etc has been evaluated by the researcher for the present
study. However, among different topics available, the scholar has selected topic which is “To
identify the Role of Advertising and Promotion on sales volume, brand and equity creation of an
organization” The rationale behind selecting the above mentioned topic can be termed as the
growing importance of advertisement and promotion within the retail sector of UK. It can be
expressed that with the help of present research, the scholar will be looking forward to identify
the potential impact of promotion and advertisement on overall brand equity of the company.
1.2 factors contribution to selection of research
3

The growing importance and use of advertisement and promotion can be termed as one of
the major and most important factors which have encouraged the scholar in selecting the present
research project. In the past few years, the competition among businesses which are operating in
UK retail industry has become so intense that it has become difficult for the companies to sustain
in marketplace (Severi and Ling, 2013). The use of advertisement and promotion helps the
businesses to create awareness among customers and demand among the same. At the same time,
growing importance of brand image and equity can be termed as another major aspect which has
encouraged the scholar in selecting the present research topic.
1.3 A critical review of key references
Importance of advertisement and promotion
The concept of advertisement can be termed as the procedure of sell product and services
where the main aim is to manage an appropriate communication between the products and
customers along with increasing the level of awareness. As per the view of Moriarty, S. and
et.al., 2014 there are some of the advantages of advertising which will be beneficial for the
organization such as it helps the firm in order to make high level of production which leads to
increasing the sales volume. Further, advertising helps the business for the expansion in their
activities and to explore the new market which proves to be advantageous for an organization. It
plays a significant role for the business and to enhance the level of performance in the
competitive market.
However, there is large amount money is required to invest for advertising. Further,
promotion is considered as a tool of marketing which helps to increase the brand awareness of
customers regarding the goods and services. One of the major benefits of promotion is that it
assists the firm in order to attract large number of customers. It helps in generating profit for the
business. This strategy of marketing also includes the personal selling in which there is direct
communication takes place between the customers and seller in the various public areas (Malik
and et.al., 2013). However, it will be advantageous and provide outcomes for a short period of
time. Along with this, both of the techniques of marketing are helpful for the business and
increase in the number of customers. Thus, it can be stated that advertising and promotion plays
an important role in the business which helps to increase the level of sales as well as the image of
the company in market.
4

Techniques of advertising and promotion
According to the opinion of Tuten and Solomon, 2014, there are different types of
techniques of advertising and promotion which are used by the organization in order to create
awareness of the products in the mind of customers. It includes one of the main tools which is
promotion of products through social media where the promotion of products on various
websites is carried out by the organization. It is beneficial for the organization as helps to
increase the level of customer satisfaction. Further, all of the businesses have goal regarding to
create a loyal customer base as it can be developed with the help of providing services as per the
requirement of customers. However, social media marketing contains some of the risks which
can be harmful for the customers which involves fraud and other related activities. Apart from
this, there is another main technique of promotion which is digital marketing that is considered to
be important for the business as they can promote their products through electronic media such
mobile phone.
Along with this, it proves to be effective for the company as it provides various
mediums in order to promote the goods and services. In this competitive market it is required to
adopt different techniques of promotion for attracting large number of customers for the different
types of products and services (Vinerean and et.al., 2013). However, in competitive environment
there is increase in the use of digital marketing strategies by the companies so that it helps in
generating high level of profit. Thus, it can be said that with the help of various techniques of
promotion and advertising assists the organization in order to create different types of
opportunities for communication of customers with the business. It also provides encouragement
to the customers for making a repeat purchases within the organization and also helpful for
taking an appropriate decisions regarding the purchasing of products.
Significance of brand image and brand equity
As per the view of Mitchelmore and Rowley, 2013, brand image is considered as a
impression and opinion of products in the mind of customers so that an organization get
knowledge regarding their products and services. It is important for a company to have a strong
brand image and positive perception of customers about the goods which they are offering. It
will be helpful for taking decision regarding the promotion of those products which are mainly
prefer by the customers. In addition to this, brand image assists the organization for targeting an
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appropriate group of people and also created effective understanding of the preference of
customers. Further, brand equity is considered as a value which can be identified with the help of
opinion of customers regarding the products and services. It is significant for the business for
attaining high level of revenues along with the increase in sales of the organization (Ashley and
Tuten, 2015). Further, it also leads to decrease in the cost of marketing because there is effective
brand awareness is already developed by the company. However, there is requirement of high
level of investment which will require to be made by the company. Thus, it can be stated that
brand image and brand equity helps to enhance the sales of company and beneficial for the
business.
Link between advertising and promotion on the areas of volume of sales and brand equity
According to the view point of Westberg and Pope, 2014, there is a direct link between
advertisement and promotion for a business which helps the organization in order to carry out the
different activities of business. Further, both of the techniques of marketing assist in boosting the
sales volume of company. Due to the tactics of advertising and promotion which assist
organization to attract large number of customers so that they get attracted towards the products
and services that leads to increase in the sales of company. However, it will also helps in the
development in the areas of brand equity of the company.
It will also provide a high level of competitive advantage for the company and they get
motivated in order to serve effective quality of products and services to people. Further,
promotion and advertisement helps in attracting large number of customers that is considered
beneficiary for the organization. Thus, it can be stated that all of the activities of advertisement
and promotion are interlinked with each other and provide appropriate results to the businesses.
It can also be stated that it is necessary for the company to adopt different types of strategies of
advertising that helps to create the awareness regarding the products and services among the
customers (Ding and Tseng, 2015). Further, it will also assist for getting the competitive
advantage in the marketplace. It shows an appropriate relationship between the advertising and
brand image of the company that helps to increase the volume of sales of the organization.
1.4 Research project specification
The key specifications of project for the present study are mentioned below as:
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 Title of study- To identify the Role of Advertising and Promotion on sales volume,
brand and equity creation of an organization
 Introduction- The present research report will be focusing upon finding out what
potential impact does the activities such as advertisement and promotion has on overall
brand image or sales of an organization. For the purpose of carrying out the present
investigation, Sainsbury which is a UK based retailer has been selected.
 Research aim and objectives- The aim or purpose behind conducting the present study
is to identify the Role of Advertising and Promotion on sales volume, brand and equity
creation of an organization. Furthermore, the study will comprise of three main objectives
which will determine the importance of advertisement and promotion to assess the link
between advertisement and promotion and areas such as sales volume, brand equity and
to recommended key strategies through which Sainsbury can enhance its sales volume
and brand equity with the help of advertisement and promotion
 Literature review – This section of research will highlight the work carried out by other
scholars and the researchers. Literature review will provide with secondary information
that can be used in carrying out in-depth investigation of subject matter and derive valid
conclusion.
 Research methodology – This is another important and crucial chapter of the research
which reflects different types of techniques and tools which are being employed by
scholar. The section provides appropriate direction and strategy which can be used for
conducting research in the best possible manner.
 Findings and analysis - In this section, the research makes use of various techniques of
data analysis to evaluate the information which has been collected with the help of
different primary and secondary sources. The chapter helps in obtaining a valid
conclusion by interpreting data gathered from various sources.
 Conclusion and recommendation - This is considered as the last chapter of research in
which the findings of research conducted is inferred. Furthermore, some
recommendations for improvement are provided to the selected business enterprise on the
basis of the entire research carried out.
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1.5 Appropriate plan and procedures for the agreed research specification
8

ACTIVITY/WEEK 1 2 3 4 5 6 7 8 9 10 11
 Identifying the research
topic
 Selecting topic after
discussion with tutor
 Writing up the rationale
behind study
 Determining objectives and
aim of the study
 Undertaking the critical
review of key references
 Proposing the research
specification
 Selection of research
approach
 Research methodology
used in the study defined
properly.
 Developing questionnaires
related to identify the role
of advertising and
promotion on sales volume,
brand and equity creation
of an organization
 With the help of survey and
questionnaire methods,
information from
respondents collected.
 Arrangement of gathered
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information in a
chronological order.
 Thematic analysis
technique is applied to the
present outcomes.
 Interpretation of collecting
data and findings of
research in systematic
manner.
 At the end,
recommendations and
suggestions for further
study are provided.
 Presentation is developed
to present the findings.
 Submission of the report
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TASK 2
2.1 Matching resources efficiently to the research question or hypothesis
It can be expressed that in order to carry out any form of research or investigation, a
researcher is required to make use of certain resources. These resources are related to
technology, time, human and finance which needs to be arranged. In addition to this, a scholar is
also required to match all resources effectively in order to formulate questions of a study. For the
purpose of carrying out present investigation, survey method has been adopted by researcher. It
can be stated that on the basis of aim and objective of present research, a questionnaire has been
developed for collecting primary data. The questionnaire is below provided as:
Name ____________
Age
 Below 20
 20-25
 25-30
 Above 30
Gender
 Male
 Female
1. The retail market of UK has become very competitive?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
2. Do you think that advertisement and promotion has become essential for Sainsbury?
 Yes
 Can’t say
 No
3. What are the main advantages of advertisement and promotion?
 Enhances brand image
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 Creates awareness among customer
 Getting competitive advantage
 Other than this
4. What tools and techniques of advertisement and promotion have been employed by Sainsbury?
 Internet marketing
 Advertising on television and newspaper
 Special discounts and offers
 Promotional events
5. Maintaining brand image is a complicated task in this competitive business environment?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
6. How Sainsbury maintains its brand image in the marketplace?
 Delivering high quality of products
 Carrying out customer survey
 Aggressive advertisement and promotion
 Taking feedback from customers
 Delivering after satisfactory sale services
7. Do you think that there is a direct link between advertisement and brand image of a company?
 Yes
 Can’t say
 No
8. Aggressive adversitment and promotion enhances the sales and brand image of an organization?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
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9. What are the reasons behind Sainsbury high brand equity in market?
 Strong adversitment
 High degree of customer satisfaction
 Strong product development process
 Innovations
10. How the company can enhance its brand image or brand equity in international market?
_____________________________________________________________________________________________
_______________________________________________________________
2.2 Proposed research investigation in accordance with the agreed specification and procedures
The present research will focus on identification of the role which has been played by
advertising and promotion on sales volume, brand and equity creation of an organization. In
order to carry out the same, the research has adopted various tools and techniques. Here,
descriptive design of research is selected as it has supported in describing the key role of
advertisement and promotional activities on brand image of a company. Furthermore, issues
linked with validity and reliability and research ethics has also been addressed by the scholar in
the best possible manner. The analysis of information collected has been carried out with the
help of qualitative technique of data analysis. The purposed research investigation in accordance
with agreed specification is mentioned below as:
Who – The study is completely and individually carried out by the researcher himself. Here, the
purpose was to identify the potential impact of advertisement and promotion on areas such as
brand image and equity.
How- Here both primary and secondary sources of data collection has been used for gathering
information about the topic under investigation. Furthermore, qualitative technique of data
analysis has been used. The primary data has been collected from 20 mangers of Sainsbury and
findings are presented with the help of various charts and graphs. The researcher has also used
thematic analysis for carrying out the evaluation of data collected.
Why – Identification of the role of advertising and promotion on sales volume, brand and equity
creation of an organization is the main reason behind conducting the present investigation.
Where – UK has been considered as the areas for carrying out the present research.
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2.3
Data collection – It can be considered as one of the most important section of study which helps
in collecting of adequate and required information about any topic. The process of collecting
information can be carried out with the help of two different sources which are secondary and
primary. Here, both primary and secondary sources of data collection have been used.
Secondary data has been collected from books, online sources and journals whereas primary data
is gathered with the help of survey method.
Sampling – In order to gain primary data for a topic, every researcher is needed to select
appropriate technique of sampling along with sample size. This helps in getting more specific
accurate and desired data for investigation. Purposive sampling has been used by the researcher
for the purpose of carrying out present researcher. Furthermore, the sample size here is 20
managers of Sainsbury. The selected sampling technique and size is more suitable as per the
nature of study. The reason behind this is that here, the scholar will approach different managers
with a specific purpose.
Ethical considerations
It is essential to consider all ethics for enhancement in the level of quality along with
effectiveness of the research. On the basis of present study, there is an appropriate safety and
privacy is maintained by the scholar at the time of data collection. Apart from this, there is
proper permission is also taken from the respondents. It has been assured that all of the
information is also destroyed after the use of data.
Research Limitations
The research limitations can be considered as an uncontrollable part of the study. In this,
one of the major limitations is time where the researcher has less amount of time in order to carry
out the research in an effective manner. Further, there are less number of resources are available
to researcher for the different types of activities so that the sample size is small.
TASK 3
3.1 Using research evaluation techniques
There are certain common techniques that help to carry out the evaluation of research and
the information that is collected from the different types of sources. It will be mainly classified
into two categories that include the qualitative and quantitative techniques for analysis of data.
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On the basis of present research, the qualitative techniques of data collection are adopted.
Through this, by using this technique it gives best possible results for the identification of role of
advertising and promotion on the volume of sales for the organization.
3.2 Interpretation and analysis the results
Theme 1: The retail market of UK has become very competitive
The retail market of UK has become very
competitive Number of respondents
Strongly agree 12
Agree 4
Neutral 1
Disagree 2
Strongly disagree 1
124
1
2 1
The retail market of UK has become very
competitive
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Findings and interpretation: From the above collected information from the different number
of managers related to the competitiveness in the retail market in which out of 20 respondents 12
were strongly agreed upon that as there are different types of situations are faced by them at
workplace. Further, four respondents are agreed on that and said that there is increase in the level
of competition in retail sector of UK. Along with this, two respondents disagree on it and said
that there is no competition in the retail industry.
Theme 2: Advertisement and promotion has become essential for Sainsbury
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Do you think that advertisement and
promotion has become essential for
Sainsbury Number of respondents
Yes 17
Can’t say 1
No 2
17
1 2
Do you think that advertisement and
promotion has become essential for Sainsbury
Yes
Can’t say
No
Findings and interpretation: The information is collected from the various primary sources
from respondents on the importance of promotion and advertisement for Sainsbury in which out
of 20 respondents 17 managers stated that advertising and promotion techniques helps the
organization for creating awareness of products and services among the wide range of
customers. It shows that that the company is using different types of techniques of advertising
and promotion which helps to increase in the volume of sales of company. Further, there are two
respondent are not in the favour that advertisement is essential for the business.
Theme 3: There are many advantages of advertisement and promotion
What are the main advantages of
advertisement and promotion Number of respondents
Enhances brand image 8
Creates awareness among customer 6
Getting competitive advantage 5
Other than this 1
16

Enhances brand
image Creates
awareness
among customer
Getting
competitive
advantage
Other than this
0
1
2
3
4
5
6
7
8
9 8
6
5
1
What are the main advantages of
advertisement and promotion
Number of respondents
Findings and interpretation: The information collected from the different primary sources
regarding certain benefits of advertisement and promotion and out of 20 respondents 8 stated that
there is enhancement in the brand image of the products and services. Further, 6 respondents
stated that it helps in developing the brand awareness among the large number of customers. 5
respondents out of 20 are in the favor that it assists in getting competitive edge in edge in the
marketplace.
Theme 4: various tools and techniques has been employed by Sainsbury for advertisement and
promotion
What tools and techniques of advertisement
and promotion have been employed by
Sainsbury Number of respondents
Internet marketing 5
Advertising on television and newspaper 4
Special discounts and offers 5
Promotional events 6
17

5
4
5
6
What tools and techniques of advertisement
and promotion have been employed by
Sainsbury
Internet marketing
Advertising on television and
newspaper
Special discounts and offers
Promotional events
Findings and interpretation: In this, the information is collected from the primary sources in
which there are different tools of advertising and promotion which are employed by Sainsbury
and out of the 20 respondents that are managers stated that the technique of internet marketing is
used by the organization for increase the number of sales. Further, 4 said that the company is
using the advertisement of the products on television and through the newspapers. Other than
this, 5 respondents stated that the company is offering different types of discounts and offers
which helps in attracting large number of customers. Thus, it can be stated that with the help of
using different techniques of advertisement and promotion helps to increase the level of sales of
Sainsbury.
Theme 5: Maintaining brand image is a complicated task in this competitive business
environment
Maintaining brand image is a complicated
task in this competitive business
environment Number of respondents
Strongly agree 11
Agree 5
Neutral 0
Disagree 2
Strongly disagree 2
18

11
5
2
2
Maintaining brand image is a complicated task
in this competitive business environment
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Findings and interpretation: As per the information which is collected from the various
primary sources it can be stated that it is required to maintain the brand image of the company is
considered as a complicated task for the company in the competitive environment. In this, out of
20 respondents where 11 strongly agreed upon it and said that it is complicated for the business
to manage the brand image in an appropriate manner. Further, 5 said agreed on it and stated that
there are some of the different types of issues are faced by the stated organization for the purpose
of maintaining the brand image in market. Apart from this, 2 respondent disagree upon this and
said that there it is easy to maintain the brand image of company in an effective manner. Lastly,
2 respondents strongly in terms of managing the brand image and to engage the customers in
competitive market are complicated for the company.
Theme 6: Sainsbury maintains its brand image in the marketplace with various strategies
How Sainsbury maintains its brand image in
the marketplace Number of respondents
Delivering high quality of products 2
Carrying out customer survey 2
Aggressive advertisement and promotion 4
Taking feedback from customers 6
Delivering after satisfactory sale services 6
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2
2
4
6
6
How Sainsbury maintains its brand image in
the marketplace
Delivering high quality of
products
Carrying out customer survey
Aggressive advertisement and
promotion
Taking feedback from customers
Delivering after satisfactory sale
services
Findings and interpretation: According to the above collected data which shows maintenance
of brand image in market by Sainsbury and out of the 20 respondents. 2 stated that the company
maintains their brand image as they are providing high quality of products and services in market
which attracts wide range of customer. Further, 2 other respondent said that the organization is
properly carry out the survey of customers which assists them in analyzing the perception of
customers that helps in producing products as per the customers.
Along with this, 4 respondents stated that the company maintains their brand image
through the aggressive advertisement and promotion. There are 6 respondent said that the
management of Sainsbury take feedback from customer regarding the products and services
which are used by them so that they can make required improvement as per the views and
opinions of customers.
Thus, the stated business also approaches their customers for providing after sale
services which is considered to be advantageous for the business so that they can give them
effective services. Thus, all of the respondents have different responses which provide
information related to Sainsbury and in which manner they can manage their brand image in
marketplace.
Theme 7: There is a direct link between advertisement and brand image of a company
Do you think that there is a direct link
between advertisement and brand image of a
company Number of respondents
20

Yes 18
Can’t say 1
No 1
Yes Can’t say No
0
2
4
6
8
10
12
14
16
18
20 18
1 1
Do you think that there is a direct link
between advertisement and brand image of a
company
Number of respondents
Findings and interpretation: The information collected from the different types of primary
sources which help in order to interpret the link between advertisement and brand image of the
company. In this, out of 20 respondents, 18 respondents stated yes and said that there is a direct
connection between the advertisement and brand image of the company because of with the help
of advertising it manages the level of performance in the market and customers get attracted
towards the products which create a brand image in the mind of customers.
Further, other respondents stated that there is no link between the advertisement and
brand image of the organization as they have not appropriate knowledge regarding the activities
of advertising. Thus, it can be stated that there is an appropriate relationship between advertising
and it develops changes in the perception of customers which helps to increase the level of sales
of the company.
Theme 8: Aggressive adversitment and promotion enhances the sales and brand image of an
organization
21

Aggressive adversitment and promotion
enhances the sales and brand image of an
organization Number of respondents
Strongly agree 3
Agree 11
Neutral 3
Disagree 2
Strongly disagree 1
3
11
3
2
1
Aggressive adversitment and promotion
enhances the sales and brand image of an
organization
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Findings and interpretation: The above information is collected by the researcher through the
different number of managers of company that is related to the aggressiveness in the
advertisement and promotions helps in enhancement of the sales along with the brand image of a
business. In this, out of 20 respondents 3 are agreed on it and they are in favor of aggressive
advertising which will consider being beneficial for the business for increasing sales along with
maintaining an appropriate brand image in the marketplace. Further, out of 20 respondents, 11
agreed on the aggressive advertisement and promotion which shows that the organization is
using effective strategies for the enhancement of sales in an appropriate manner.
Theme 9: Strong adversitment is the key reasons behind Sainsbury high brand equity in
market
What are the reasons behind Sainsbury high
brand equity in market Number of respondents
22

Strong adversitment 14
High degree of customer satisfaction 2
Strong product development process 3
Innovations 1
0
4
8
12
16
14
2 3 1
What are the reasons behind
Sainsbury high brand equity in
market
Number of respondents
Findings and interpretation: The data is collected from the primary sources in which it helps in
analyzing the reasons behind the brand equity of Sainsbury in market so that there are 20
respondents and out of it 14 stated that there is utilization of strong advertisement for attracting
large number of customers that engages the customers for a long period of time with the products
of company. Further, 2 respondents said that the customers are highly satisfied with the products
which are offered by Sainsbury and it helps in creating high brand equity in market.
One of the respondents is in the favor of innovation which is introduced by company in
order to carry out different activities of the company such as using different techniques in social
media marketing along with digital marketing. In addition to this, the process of product
development is also considered to be an important part of business which proves to be effective
for the organization for the purpose of increasing sales volume.
3.3 Making recommendation and justify future areas
From the research carried out, it has been identified that advertisement and promotion has
direct impact on the overall brand image and equity of a company. Furthermore, aggressive
strategy of related to advertisement and promotion results in enhancing the sales of a company
23

by creating more and more demand among people in the market. From the information collected,
it has been identified that advertisement and promotion is done by companies in order to make
people in the market aware about different services and products offered. The message of
advertisement also supports companies in passing information about the fact that why they
should choose services and products of one particular firm over other market players. The key
recommendations provided to Sainsbury in order to enhance its sales, brand equity and image are
mentioned below as:
 It can be recommended that the selected business enterprise can more focus on areas such
as conducting customer surveys. This will help the Sainsbury to identify the changing
need and demand of customers. Along with this, it will also assist in areas such as new
product development and making modification in the existing products. It can be
expressed that delivering products according to the need of customers will help the
business in enhancing its brand image and volume of sales.
 It can be also recommended that Sainsbury can develop its brand equity with the help of
the carrying out effective positioning of its services and products. The company can
position its products in such a way that customers observe its products as reliable and
unique.
 More focus can be laid on training and development program with an objective to
enhance skill set and knowledge base of workers. This will help the workers to become
more effective and will also assist them to deliver products and services as per customer
demand.
Future areas of research
The present research was based on identification of the role of advertising and promotion
on sales volume, brand and equity creation of an organization is the main reason behind
conducting the present investigation. In future research can be conducted on areas such as impact
of training and development on employee performance, strategies to gain higher degree of
customer satisfaction, impact of marketing on brand image of customer etc.
TASK 4
4.1 agreed format and media to present outcome
Covered in PPT attached
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REFERENCES
Books and Journals
Aaker, D.A. and Biel, A., 2013. Brand equity & advertising: advertising's role in building strong
brands. Psychology Press.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement.Psychology & Marketing. 32(1).
pp.15-27.
Ding, C.G. and Tseng, T.H., 2015. On the relationships among brand experience, hedonic
emotions, and brand equity. European Journal of Marketing. 49(7/8). pp.994-1015.
Malik, M.E. and et.al., 2013. Importance of brand awareness and brand loyalty in assessing
purchase intentions of consumer. International Journal of Business and Social Science. 4(5).
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