Review article

Long-term impact of sales promotion on brand image

Danijela Mandić

Abstract

Sales promotion (SP) is an inevitable tool in the marketing communications mix, especially in the FMCG markets, due to pressures such as retailers’ growing demands and increasing competition. This has proven to be an issue for many companies, especially those with a premium brand positioning and those concerned about the impact that SP might have on the long-term image of the company. Despite the fact that literature is replete with research on SP, it seems to be vastly generalized and mostly focused on price reductions. Thus, this paper aims to analyze and discuss the issue of the long-term impact that SP has on companies, especially on premium brands in the FMCG markets. It concludes that, when used properly and strategically, SP may have a positive long-term impact on brands.

Keywords

marketing communications; sales promotion; brand image

Hrčak ID:

53125

URI

https://hrcak.srce.hr/53125

Publication date:

22.12.2009.

Article data in other languages: croatian

Visits: 8.074 *