Abstract:
Promotion is an exercise in information, persuasion and influence. So,
the purpose of promotion is to reach the targeted consumers and
persuade them to buy. Promotion is vital element of marketing mix. The
purpose of this study is to investigate the effects of promotional mix on
equity of brands performing in the mobile service providing sectors. In
this context, promotional mix has positively affected brand equity. Data
were collected from 107 selected customers of the mobile service
sectors. The results revealed that the correlation value between
promotional mix and brand equity 0.722 which is significance at 1%
levels. According to that regression analysis, 52% of promotional mix
effect on brand equity. So, promotional mix affects on brand equity.
Mobile service providing companies should polish their promotional
mix.
