How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products

Abstract

Research on promotion mix and brand equity remains fragmented and piecemeal. Moreover, a joint study of the two marketing concepts in a low involvement product setting is non-existent. This study addresses this gap by adopting: (1) established theoretical lenses—Kotler’s promotion mix (advertising, sponsorship, sales promotions, and public relations), Aaker’s consumer-based brand equity (brand awareness, brand associations, perceived quality, and brand loyalty), and the theory of purchase involvement; (2) a mixed-methods approach—in-depth and focus group interviews and a survey; and (3) a low involvement product context—soft drinks. This research contributes by: (1) reconciling marketing scales of constructs with measurement items (advertising, sales promotions, brand awareness, brand associations, perceived quality, and brand loyalty); (2) developing new scales for constructs without measurement items (sponsorship and public relations); and (3) analyzing the relationships among them in a low involvement product context. Implications, limitations, and future research directions conclude the research.