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Call for Papers:Vol.11 Issue.3

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Title: :  EMPIRICAL ANALYSIS OF PROMOTIONAL MIX AND ITS IMPACT ON BRAND EQUITY : A CASE STUDY AMONG CUSTOMERS OF TANISHQ, SIVAKASI TOWN
PaperId: :  14629
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 7 Issue 3 2021
DUI:    16.0415/IJARIIE-14629
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Dr.R.Kasi Raman P.S.R.Engineering College, Sivakasi
M.KanimozhiP.S.R.Engineering College, Sivakasi
U.Siva PriyaP.S.R.Engineering College, Sivakasi

Abstract

Management Studies
Brand equity & Promotional mix
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.

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IJARIIE 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 Volume 7 Issue 3 2021 Page 2528-2535
MLA 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 7.3(2021) : 2528-2535.
APA Dr.R.Kasi Raman , M.Kanimozhi, & U.Siva Priya. (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.
Chicago 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 7, no. 3 (2021) : 2528-2535.
Oxford 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, 2021, p. 2528-2535. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/EMPIRICAL_ANALYSIS_OF_PROMOTIONAL_MIX_AND_ITS_IMPACT_ON_BRAND_EQUITY___A_CASE_STUDY_AMONG_CUSTOMERS_OF_TANISHQ__SIVAKASI_TOWN_ijariie14629.pdf (Accessed : 01 June 2022).
Harvard Dr.R.Kasi Raman , M.Kanimozhi, and U.Siva Priya. (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. 2528-2535IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/EMPIRICAL_ANALYSIS_OF_PROMOTIONAL_MIX_AND_ITS_IMPACT_ON_BRAND_EQUITY___A_CASE_STUDY_AMONG_CUSTOMERS_OF_TANISHQ__SIVAKASI_TOWN_ijariie14629.pdf (Accessed : 01 June 2022)
IEEE 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, May-Jun 2021. [Online]. Available: https://ijariie.com/AdminUploadPdf/EMPIRICAL_ANALYSIS_OF_PROMOTIONAL_MIX_AND_ITS_IMPACT_ON_BRAND_EQUITY___A_CASE_STUDY_AMONG_CUSTOMERS_OF_TANISHQ__SIVAKASI_TOWN_ijariie14629.pdf [Accessed : 01 June 2022].
Turabian 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 [Online]. volume 7 number 3 (01 June 2022).
Vancouver 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 [Internet]. 2021 [Cited : 01 June 2022]; 7(3) : 2528-2535. Available from: https://ijariie.com/AdminUploadPdf/EMPIRICAL_ANALYSIS_OF_PROMOTIONAL_MIX_AND_ITS_IMPACT_ON_BRAND_EQUITY___A_CASE_STUDY_AMONG_CUSTOMERS_OF_TANISHQ__SIVAKASI_TOWN_ijariie14629.pdf
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