Review article
Long-term impact of sales promotion on brand image
Danijela Mandić
Full text: english pdf 130 Kb
page 235-246
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cite
APA 6th Edition
Mandić, D. (2009). Long-term impact of sales promotion on brand image. Market-Tržište, 21 (2), 235-246. Retrieved from https://hrcak.srce.hr/53125
MLA 8th Edition
Mandić, Danijela. "Long-term impact of sales promotion on brand image." Market-Tržište, vol. 21, no. 2, 2009, pp. 235-246. https://hrcak.srce.hr/53125. Accessed 16 Aug. 2024.
Chicago 17th Edition
Mandić, Danijela. "Long-term impact of sales promotion on brand image." Market-Tržište 21, no. 2 (2009): 235-246. https://hrcak.srce.hr/53125
Harvard
Mandić, D. (2009). 'Long-term impact of sales promotion on brand image', Market-Tržište, 21(2), pp. 235-246. Available at: https://hrcak.srce.hr/53125 (Accessed 16 August 2024)
Vancouver
Mandić D. Long-term impact of sales promotion on brand image. Market-Tržište [Internet]. 2009 [cited 2024 August 16];21(2):235-246. Available from: https://hrcak.srce.hr/53125
IEEE
D. Mandić, "Long-term impact of sales promotion on brand image", Market-Tržište, vol.21, no. 2, pp. 235-246, 2009. [Online]. Available: https://hrcak.srce.hr/53125. [Accessed: 16 August 2024]
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
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