The Effects of Advertising and Sales Promotion on Brand Awareness for A Food Product Brand in Wholesale Shops, Bangkok and Metropolitan Areas

Abstract

Marketing communication tools may provide the means for developing strong customer based brand equity. Among marketing communication tools, advertising and sales promotions have always played a pivotal role. Prior research suggested that consumer search behavior is likely to be different across product categories. Hence, this paper examined the effect of perceived advertising spend and price promotions on brand equity across experience goods and services. The objectives of the study are to verify the relationship between the IMC (Advertising and Sales Promotion) and brand awareness, and to investigate how the IMC (Advertising and Sales Promotion) influences brand awareness regarding food products in wholesale shops, using questionnaires containing closed questions, and a sample of 500 regular customers of the wholesale shops. The validity and reliability of the questionnaire was preliminarily tested using a sample of 50 customers. Research was based on a five point Likert- type scale with an empirical study analysis using a Confirmatory Factor Analysis. The findings revealed that brand awareness was affected by two key factors, with the greatest affect being from advertising and sales promotion. The research model was considered an acceptable fit with the Goodness-of-Fit indices