EXCESSIVE SALES PROMOTIONS IMPACT ON CLOTHING BRAND EQUITY

http://dx.doi.org/10.31703/ger.2022(VII-II).15      10.31703/ger.2022(VII-II).15      Published : Jun 2
Authored by : Sanam Bhutto , Hina Marvi , Raj Kumar

15 Pages : 171-179

References

  • Ahmad, S. A., Mehmood, W., Ahmed, S. A., Mustafa, M., Khan, M. F. T., & Yasmeen, M. (2015). Impact of sales promotion on consumer buying behavior in Pakistan. International Interdisciplinary Journal of Scholarly Research, 1(3), 13- 22.
  • Alvarez, B., & Vázquez Casielles, R. (2005). Consumer evaluations of sales promotion: the effect on brand choice. European Journal of Marketing, 39(1/2), 54-70. https://doi.org/10.1108/03090560510572016
  • Chakrabortty, R. K., Hossain, M. M., Farhad, M., Azad, H., & Islam, M. J. (2013). Analysing the effects of sales promotion and advertising on consumer's purchase behaviour. World Journal of Social Sciences, 3(4), 183-194.
  • DelVecchio, D., & Puligadda, S. (2012). The effects of lower prices on perceptions of brand quality: a choice task perspective. Journal of Product & Brand Management, 21(6), 465-474. https://doi.org/10.1108/10610421211264946
  • Gaidis, W., & Cross, J. (1987). Behavior modification as a framework for sales promotion management. Journal of Consumer Marketing, 4(2), 65-74. https://doi.org/10.1108/eb008198
  • Hofer, K. M. (2015). International brand promotion standardization and performance. Management Research Review, 38(7), 685-702. https://doi.org/10.1108/MRR-06-2013-0136
  • Hsu, C. K., & Shaw-Ching Liu, B. (1998). The role of mood in price promotions. Journal of Product & Brand Management, 7(2), 150-160. https://doi.org/10.1108/10610429810216928
  • Kirca, A. H. (2005). The impact of mode of operation on sales performance in international services. Journal of Services Marketing, 19(1), 39-46. https://doi.org/10.1108/08876040510579389
  • Leung, C. S., & Yeung, M. (1995). Communications: quick response in clothing merchandising–a study of the buying office using network analyses. International Journal of Clothing Science and Technology, 7(5), 44-55. https://doi.org/10.1108/09556229510100519
  • Moharana, T. R., & Pattanaik, S. (2016). Retail sales promotion in Indian apparel industry. Journal of Research Innovation and Management Science, 2(1). 28-34. https://doi.org/10.18231/2455-9342.2016.0002
  • Nakarmi, A. (2018). Effect of Sales Promotion On Consumer Behavior. Seinäjoki University Of Applied Sciences. 1-44
  • Pullig, C. (2008). What is brand Equity and what does the branding concept mean to you?. Baylor University. Waco-Texas.
  • Park, Y., & Yi, Y. (2019). When free gifts hurt the promoted product: The influence of product-gift fit on activating persuasion knowledge and devaluating the promoted product. European Journal of Marketing, 53(7). 1423-1444. https://doi.org/10.1108/EJM-11-2017-0904
  • Rajan, V. P. (1986). Cooperative sales promotion: An idea whose time has come. Journal of Consumer Marketing, 3(1), 15-33. https://doi.org/10.1108/eb008150
  • Raghubir, P. (2004). Free gift with purchase: promoting or discounting the brand?. Journal of consumer psychology, 14(1-2), 181-186. https://doi.org/10.1207/s15327663jcp1401&2_20
  • Wacker, J. G., & Lummus, R. R. (2002). Sales forecasting for strategic resource planning. International Journal of Operations & Production Management, 22(9), 1014-1031. https://doi.org/10.1108/01443570210440519
  • Yi, Y., & Yoo, J. (2011). The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions. Psychology & Marketing, 28(9), 879-896. https://doi.org/10.1002/mar.20416

References

  • Ahmad, S. A., Mehmood, W., Ahmed, S. A., Mustafa, M., Khan, M. F. T., & Yasmeen, M. (2015). Impact of sales promotion on consumer buying behavior in Pakistan. International Interdisciplinary Journal of Scholarly Research, 1(3), 13- 22.
  • Alvarez, B., & Vázquez Casielles, R. (2005). Consumer evaluations of sales promotion: the effect on brand choice. European Journal of Marketing, 39(1/2), 54-70. https://doi.org/10.1108/03090560510572016
  • Chakrabortty, R. K., Hossain, M. M., Farhad, M., Azad, H., & Islam, M. J. (2013). Analysing the effects of sales promotion and advertising on consumer's purchase behaviour. World Journal of Social Sciences, 3(4), 183-194.
  • DelVecchio, D., & Puligadda, S. (2012). The effects of lower prices on perceptions of brand quality: a choice task perspective. Journal of Product & Brand Management, 21(6), 465-474. https://doi.org/10.1108/10610421211264946
  • Gaidis, W., & Cross, J. (1987). Behavior modification as a framework for sales promotion management. Journal of Consumer Marketing, 4(2), 65-74. https://doi.org/10.1108/eb008198
  • Hofer, K. M. (2015). International brand promotion standardization and performance. Management Research Review, 38(7), 685-702. https://doi.org/10.1108/MRR-06-2013-0136
  • Hsu, C. K., & Shaw-Ching Liu, B. (1998). The role of mood in price promotions. Journal of Product & Brand Management, 7(2), 150-160. https://doi.org/10.1108/10610429810216928
  • Kirca, A. H. (2005). The impact of mode of operation on sales performance in international services. Journal of Services Marketing, 19(1), 39-46. https://doi.org/10.1108/08876040510579389
  • Leung, C. S., & Yeung, M. (1995). Communications: quick response in clothing merchandising–a study of the buying office using network analyses. International Journal of Clothing Science and Technology, 7(5), 44-55. https://doi.org/10.1108/09556229510100519
  • Moharana, T. R., & Pattanaik, S. (2016). Retail sales promotion in Indian apparel industry. Journal of Research Innovation and Management Science, 2(1). 28-34. https://doi.org/10.18231/2455-9342.2016.0002
  • Nakarmi, A. (2018). Effect of Sales Promotion On Consumer Behavior. Seinäjoki University Of Applied Sciences. 1-44
  • Pullig, C. (2008). What is brand Equity and what does the branding concept mean to you?. Baylor University. Waco-Texas.
  • Park, Y., & Yi, Y. (2019). When free gifts hurt the promoted product: The influence of product-gift fit on activating persuasion knowledge and devaluating the promoted product. European Journal of Marketing, 53(7). 1423-1444. https://doi.org/10.1108/EJM-11-2017-0904
  • Rajan, V. P. (1986). Cooperative sales promotion: An idea whose time has come. Journal of Consumer Marketing, 3(1), 15-33. https://doi.org/10.1108/eb008150
  • Raghubir, P. (2004). Free gift with purchase: promoting or discounting the brand?. Journal of consumer psychology, 14(1-2), 181-186. https://doi.org/10.1207/s15327663jcp1401&2_20
  • Wacker, J. G., & Lummus, R. R. (2002). Sales forecasting for strategic resource planning. International Journal of Operations & Production Management, 22(9), 1014-1031. https://doi.org/10.1108/01443570210440519
  • Yi, Y., & Yoo, J. (2011). The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions. Psychology & Marketing, 28(9), 879-896. https://doi.org/10.1002/mar.20416

Cite this article

APA

CHICAGO

    CHICAGO : Bhutto, Sanam, Hina Marvi, and Raj Kumar. 2022. "Excessive Sales Promotions Impact on Clothing Brand Equity." Global Economics Review, VII (II): 171-179 doi: 10.31703/ger.2022(VII-II).15

HARVARD

    HARVARD : BHUTTO, S., MARVI, H. & KUMAR, R. 2022. Excessive Sales Promotions Impact on Clothing Brand Equity. Global Economics Review, VII, 171-179.

MHRA

    MHRA : Bhutto, Sanam, Hina Marvi, and Raj Kumar. 2022. "Excessive Sales Promotions Impact on Clothing Brand Equity." Global Economics Review, VII: 171-179

MLA

    MLA : Bhutto, Sanam, Hina Marvi, and Raj Kumar. "Excessive Sales Promotions Impact on Clothing Brand Equity." Global Economics Review, VII.II (2022): 171-179 Print.

OXFORD

    OXFORD : Bhutto, Sanam, Marvi, Hina, and Kumar, Raj (2022), "Excessive Sales Promotions Impact on Clothing Brand Equity", Global Economics Review, VII (II), 171-179

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