Role of Advertising and Sales-Promotions to Create Brand-Satisfaction in the FMCG; Evidence from Pakistan

Abstract

The role of brand satisfaction as a predecessor of brand loyalty has been acknowledged by researchers, academicians, and practitioners for long. Various concepts, theories, and models have been presented in the literature to understand the antecedents and predictors of brand satisfaction. It has been propounded that advertising supports to incite brand satisfaction. At the same time, many studies go against this point of view indicating its detrimental role in this regard. Although the research on sales promotions and brand satisfaction in the context of quality, performance, and value perceptions is meagre, it tends to depict it, for the most time, damaging and therefore unsuitable. This empirical research is an attempt to explore the comparative effectiveness of sales promotions and advertising to induce brand satisfaction taking into account all important constructs. The research has been conducted on the FMCG sector involving two most frequently purchased products consuming minimal household budget i.e. bath soap and toothpaste. The study findings, although determine advertising relatively more efficacious to produce feelings of satisfaction towards a brand, the role of sales promotions cannot be downplayed as they are equally important in respect of brand quality and utilitarian value.