TO DETERMINE THE RELATIONSHIP BETWEEN SALES PROMOTIONS AND BRAND EQUITY: AIRWAY SECTOR
SATIŞ PROMOSYON FAALİYETLERİ İLE MARKA DENKLİĞİ UNSURLARI ARASINDAKİ İLİŞKİNİN BELİRLENMESİ: HAVAYOLU ULAŞIM SEKTÖRÜNDE BİR UYGULAMA

Author : Veli Onur ÇELİK -- Hilal İNAN
Number of pages : 127-146

Abstract

In this research, brand equity field researched within the frame of the perceived quality, brand associations, brand awareness, brand loyalty and brand discrimination in this research. This research focused on the effects of the sales promotions to the brand equity elements. The effects of the sales promotions to brand equity are not clear in the marketing literature. Particularly the researches about non- monetary promotion activities’ effects on brand the equity are insufficient. The aim of this research is, to investigate the monetary and non-monetary sales promotions effects on the brand equity. Turkey Domestic Airline Industry was chosen for the research field. 519 questionnaires were applied at Adana Airport and an the data were analyzed and investigated. According to the results, variety of monetary and non-monetary sales promotions has an effect on the brand equity items however, the results show that there is no effect on perceived quality on the free/discounted transportatio

Keywords

Brand equity, monetary sales promotions, non-monetary sales promotions, Turkey domestic airline indu

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