Proceeding, International Seminar on Industrial Engineering and Management

ISSN: 1978-774X

SALES PROMOTION AND SOURCES OF CONSUMER BASED EQUITY

ON INDUSTRIAL GOODS

Siby Zacharias1, Prof. (Dr.) James Manalel2

(FACULTY, SCHOOL OF MANAGEMENT AND BUSINESS STUDIES,
M.G. UNIVERSITY, KOTTAYAM, KERALA, INDIA – 686 560); (School of Management
Studies,
CUSAT, KOCHI -22, KERALA, INDIA-)
Siby Zacharias : Email: sibyzac@rediffmail.com; sibyzac@gmail.com , Phone: 91-481-2402003
Mobile: 91-9447064203

ABSTRACT
SALES PROMOTION AND SOURCES OF CONSUMER BASED BRAND EQUITY ON INDUSTRIAL
GOODS
Sales promotion as a marketing tool is gaining prominent in recent years. The growing importance of
sales promotion; both price and premium promotion has generated considerable interest in consumer’s
price perception, brand choice, brand switching behaviour, brand equity, brand perception etc. By sales
promotion, marketers like to elicit quick response of the consumers, thereby high sales and purchase
acceleration, enhance brand substitution within a product category, effect stock piling etc. Studies have
shown that sales promotion affects brand perception and has negative effect on brand equity.
Brand equity is defined as the added value endowed by the brand, incremental utility and the end
result of brand loyalty, brand awareness, brand associations, perceived quality and other proprietary
brand asset. Consumer based brand equity is defined as the differential effect of brand knowledge on
consumer response to the marketing of the brand. It is essentially the perception of consumer based
brand attributes. If a brand has strong equity with consumer, then it commands premium over other
brands with less equity, is likely to have higher market share, will be more elastic to advertising and
promotion, is easier to achieve greater market penetration and will result in more efficient product line
extension
There is a managerial belief that a brand is supported with frequent promotion offers, the equity of the
brands tends to get diluted. The study envisages to find out the effect of sales promotion on consumer
based brand equity among three categories of products; Hedonic, FMCG and utilitarian. The product
class taken for study is Industrial good, refrigerators of 500 liters and above. The brand chosen are (1)
LG (2) Whirlpool (3) Samsung (4) Electrolux.

OBJECTIVE OF THE STUDY 2. Does the type of products; industrial

The objectives of the study are: utilitarian affect the price and
Does sales promotion affect the consumer premium promotion on CBBE?
based brand equity (CBBE)? Study was conducted among 120 Hospitals
Specific objectives in Kerala (India) having more than 200
1. Does Price Promotion and Premium beds selected at random. The study
(Value added) promotion has concluded that sales promotion does effect
differential effects on CBBE? CBBE and price promotion effects more
than premium promotion in the sources of
consumer based brand equity

Sales Promotion
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Hotel Inna Beach Kuta, Bali ISSN: 1978-774X

SALES PROMOTION AND SOURCES OF CONSUMER BASED BRAND

EQUITY ON INDUSTRIAL GOODS
SIBY ZACHARIAS

Prof. (Dr) JAMES MANALEL

EXECUTIVE Sales promotion as a marketing tool is gaining prominence in

SUMMARY recent years. The growing importance of sales promotion; both price
and premium promotion has generated considerable interest in
consumer‟s price perception, brand choice, brand switching
Key Words
behaviour, brand equity, brand perception etc. By sales promotion,

Sales promotion marketers like to elicit quick response of the consumers, thereby high
sales and purchase acceleration, enhance brand substitution within a
product category, effect stock piling etc. Studies have shown that

Price and sales promotion affects brand perception and has negative affect on

Premium brand equity.

Promotion Brand equity is the added value endowed by the brand, incremental
utility and the end result of brand loyalty, brand awareness,
perceived quality, brand associations and other proprietary brand
asset. Consumer based brand equity is defined as the differential
effect of brand knowledge on consumer response to the marketing of
Brand equity the brand. It is essentially the perception of consumers on brand
attributes.

The paper presents the effect of two types of sales promotion; price
Consumer based
and premium on perception on brand attribute among industrial
Brand equity utilitarian good, refrigerators of 500 liters and above. The main
findings of this paper are:

 Sales Promotion does influence perception of brand equity

attributes rating; Brand awareness, Brand association,
Perceived quality and Brand loyalty.
 Consumer‟s perceptions on attributes of brand equity are
similar whether it is a cash discount (price) or free gift
(Premium) promotion

Sales Promotion And Sources of Consumer Based Equity On Industrial Goods E100
( Siby Zacharias, James Manalel )
Proceeding, International Seminar on Industrial Engineering and Management
SALES PROMOTION AND SOURCES OF
CONSUMER BASED BRAND EQUITY OF
INDUSTRIAL GOODS
1. INTRODUCTION
Relevance of Sales promotions on
marketing has a vital role and its
importance has been increasing
significantly. In India, sales promotions
expenditure by various marketing
companies is estimated to be Rs 5,000
crores and the emphasis on sales
promotion activities by the Indian industry
has increased by 500 to 600 percent during
the last 3 to 5 years (Economic Times,
June 15, 2003). In the year 2001, there
were as many as 2,050 promotional
schemes in the Rs 80,000 crore FMCG
industry (Dang et. al, 2005).
Researchers have found out that
promotions, especially price promotions,
have negative effect on brand equity (Mela 3.
et al, 1997). In another study, Schultz
(2004) argues that over dependence on
promotions can erode consumers‟ price-
value equation. The results of a study by
Jedidi et. al (1999) indicates that in the
long term, advertising has a positive effect
on brand equity where as price promotions
have a negative effect. Similarly, Yoo et. al
(2000), based on structural equation
model, suggests that frequent price
promotions, such as price deals are related
to low brand equity, where as high
advertising spending, high price, good
store image and high distribution intensity
are related to high brand equity. There is
also a managerial belief that if a brand is
supported with frequent promotional offers,
the equity of the brand tends to get diluted.
On the contrary, there have also been
studies that indicate brands benefit from
promotions. Amongst the elements of
marketing mix, sales promotions have
long-term influence on brand equity (Yoo
et. al, 2000). Mariola & Elina, (2005),
based on a sample of 167 buyers suggest
that monetary and non-monetary
promotions are useful to create brand
equity because of their positive effect on
brand knowledge structures.
Although there have been research studies
on effect of promotions on brand, this issue
Sales Promotion
Siby Zacharias
ISSN: 1978-774X
has not been examined in the Indian
context especially in utilitarian products.
Since the consumers‟ price-quality value
equations have contextual relevance, we
specifically investigate this issue in the
context of Indian consumers. More
specifically, we examine the following two
issues:
1.1. OBJECTIVE OF THE STUDY
The objective of the study is:
Does sales promotion affect the consumer
based brand equity (CBBE)?
Specific objectives
1. Does Price Promotion and Premium
(Value added) promotion has
differential effects on CBBE?
2. Does the type of products;
industrial utilitarian affect the
price and premium promotion on
CBBE?
1.2. HYPOTHESIS
H 1: Sales promotion has a positive effect
on consumer based brand equity (CBBE),
in terms of -Hi a -Brand Loyalty, Hi b-
Perceived quality and Hi c – Brand
awareness/Association.
Sales promotion has a positive effect on
CBBE, in terms of Brand Loyalty
Sales promotion has a positive effect on
CBBE, in terms of Perceived quality
Sales promotion has a positive effect on
CBBE, in terms of Brand
awareness/Association
H 2: Premium promotion has more (+)
effects on CBBE than price promotion in
Industrial Utilitarian Products, in terms of
Hii a - Brand Loyalty, Hii b – Perceived
Quality and Hii c – Brand awareness/
Association.
Premium promotion has more positive
effects on CBBE than price promotion in
terms of Brand Loyalty
Premium promotion has more positive
effects on CBBE than price promotion in
terms of Perceived Quality.
Premium promotion has more positive
effects on CBBE than price promotion in
terms of Overall Brand Quality.
Premium promotion has more positive
effects on CBBE than price promotion in
terms of Brand awareness/Associations.
2. THEORETICAL BACKGROUND
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For the purpose of our study, we follow the
definition of sales promotions as a “diverse
collection of incentive tools, mostly, short
term designed to stimulate quicker and/ or
greater purchase of particular
products/services by consumers” (Kotler,
1998). Sales promotions are classified as
price and non- price based on the nature
promotions (Campbell and Diamond, 1992;
Blattberg and Neslin, 1990). Price
promotions are defined as „promotions
such as Coupons, Cents off, Refunds, and
Rebates that temporarily reduce the cost of
the goods or service‟ (Cooke, 1983). Non-
price promotions are defined as promotions
such as giveaways (freebees), or contests
in which value is temporarily added to the
product at full price.
For examining the effect of promotions on
the brand, we use two constructs; namely,
brand equity and consumer-based brand
equity, although conceptually, these two
terms are very close substitutes. Brand
equity is the added value endowed by the
brand (Farquhar, 1989) and is the end
result of brand loyalty, brand awareness,
perceived quality, brand associations and
other proprietary brand assets (Aaker,
1991). Brand equity is also conceptualized
as the incremental utility (Simon and
Sullivan, 1993) and totality of the utility
derived from the brand (Swait et al, 1993).
It is the difference between overall brand
preference and multi attribute preference
based on objectively measured attribute
levels (Park & Srinivasan, 1994) and
overall quality and choice intention
(Agarwal and Rao, 1996).
The consumer based brand equity (CBBE)
is defined as the „differential effect of brand
knowledge on consumer response to the
marketing of the brand‟ (Keller, 1993).
Brand knowledge is defined in terms of
brand awareness and brand image. A
brand develops a strong equity with
customers when the customers are familiar
with the brand and have favourable, strong
and unique brand association in their
memory. Keller argued that a brand is said
to have positive or negative brand equity
when consumers react more or less
favourably to an element of marketing mix
for the brand than they do to the same
marketing mix elements when it is
attributed to an unbranded product. He
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also views when “customer is familiar with
the brand and holds some favourable,
strong and unique brand association in
memory” (Keller, 1993). An extensive study
by Richard and Ballaji to validate the CBBE
confirmed that the Perceived quality
uniqueness and willing to pay a price
premium to determine the brand equity
(Richard Netyemer, Balaji krishnan
2004).According to Aaker (1991), brands
equity is developed over the years and
customers create and own a brand‟s
equity. If a brand has strong equity with
consumers, then it commands premium
over other brands with less equity (Firth,
1993), is likely to have higher market share
(Park & Srinivasan, 1994), will be more
elastic to advertising and promotion (Keller,
1998), is easier to achieve greater market
penetration (Robertson, 1993) and will
result in more efficient product line
extension (Keller and Aaker, 1992).
Though there are lot of studies
which deal with the impact of sales
promotions on Market and industry and
also on brand equity; there are very few
studies that deal with effects of sale
promotion on brand equity and especially
on consumer based brand equity. Mela et
al, 1997 in their studies suggested sales
promotion has a negative effect on brand
equity as it affects brand perception.
Schultz (2004), argues that over
dependence on promotion can erode
consumers price-value equation. The
results of a study by Jeddi et al (1999)
indicate that in the long term, advertising
has a positive effect on brand equity where
as price promotion has a negative effect.
Similarly, Yoo et al (2000), based on the
structural equation model, suggest that
frequent price promotion, such as price
deals are related to low brand equity,
where as high advertising spending, high
price, good store image and high
distribution intensity are related to high
brand equity. Yoo et al, 2001 argued that
too frequent sales promotion may convey a
low quality image. There is also a
managerial belief that if a brand is
supported with frequent promotional offers,
the equity of the brand tends to get diluted.
On the other hand, there also have been
studies that indicate brands benefit from
promotion. Amongst the elements of
Sales Promotion
Siby Zacharias
Proceeding, International Seminar on Industrial Engineering and Management
marketing mix, sales promotion has a long
term influence on brand equity (Yoo et al
2000). Mariola & Elina, 2005 based on the
sample of 167 buyers suggest that
monetary and non-monetary promotions
are useful to create brand equity because
of their effect on brand knowledge
structures.
Most of the studies said above are
on other markets of the world, the issue of
effect of sales promotion on brand equity
especially on consumer based brand
equity has not been examined in the Indian
context specifically in Utilitarian products.
The influence of elements in promotion mix
especially sales promotion, on different
categories of brands on the purchase
behavior of price sensitive consumers of
India‟s 1150 million population, having
different cultures, social status, economic
class and living in various geographical
regions needs further study.
From 1991 onwards, researchers
are trying to measure brand equity by
various methods. An extensive study by
Richard and Ballaji to validate the CBBE
confirmed that the perceived quality
uniqueness and willingness to pay a price
premium to determine the brand equity
(Richard Metymer, Balaji Krishnan, 2004).
According to Aaker (1991), brand equity is
created over the years with the patronage
of customers and it is the customers who
create and own brand equity. Aaker (1991)
used price preview method, Ramaswamy
et al (1999) employed conjoint analysis,
Park & Srinivasan , 1994 used complete
multi attribute weighted scores of the
brand name, a collection of consumer
based measures (Agarwal & Rao, 1996)
and a scanner data – based measure
(Kamshura & Russel, 1993). The financial
methods like future earnigs method (Aaker,
1991), incremental cash flow method
(Simon & Sullivan, 1993), equalization
price method (Swat et al, 1993) and
momentum accounting – based value
(Farquahar et al, 1991) were also used to
measure brand equity.
Cobb – Walgren et al (1995) used
the pioneering research method to
Sales Promotion
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ISSN: 1978-774X
measure consumer based brand equity
concept of Aaker (1991) and Keller (1993).
The researchers treated consumer based
brand equity as a set of four dimensions,
namely brand awareness, brand
associations, brand loyalty and perceived
quality. Sinha et al (2000) and Sinha and
Pappu (1998) measured consumer - based
brand equity using Bayesian methods.
Yoo et al (2000) treated consumer - based
brand equity as a three - dimensional
constructs brand Awareness and
Associations, perceived quality and brand
loyalty.
Yoo and Donthu (2001), were the
first to develop a multi dimensional scale
for measuring consumer based brand
equity and its psychometric property. The
dimensions included in the scale are brand
awareness and brand associations;
perceived quality and brand loyalty named
as MBE (Multi dimensional Brand Equity).
For the convergent validity check of MBE,
Yoo and Donthu (2001), developed a four-
item uni-dimensional measure of brand
equity called Overall Brand Equity (OBE).
They developed the brand equity measure
on an etic approach in which universal
measurement structure across cultures
using multiple cultures employed
simultaneously rather than emic approach,
in which a scale is first developed in one
culture, then validated or replicated in
other cultures. Yoo and Donthu (2001)
developed consumer based brand equity
scale which was later validated by
Washburn & Plank (2002).
The researcher proposes to use the Yoo &
Donthu (2001) developed consumer based
brand equity scale to study the effect of
sales promotion on consumer based brand
equity. The study is undertaken to find out
the effect of sales promotions on consumer
based brand equity. Researcher has used
two types of sales promotions namely,
price and premium promotion to study the
impact of it on consumer based brand
equity. The brands chosen in the Utilitarian
product category Refrigerator of 500 liters
and above were (1) LG (2) Whirlpool (3)
Samsung (4) Electrolux.
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3. RESEARCH METHOD
The study was based on primary data,
derived through a quasi-experimental
method using pre-tested structured
instrument. In order to study the effect of
promotions on brand, we used utilitarian
product, Refrigerator of 500 Liters and
above as object of the study. The rationale
was (1) consumer familiarity, (2) relatively
expensive to elicit more rational and
considered (high involvement) purchase
behaviour and (3) higher importance to
brand and product features as the product
is perceived to be a “utilitarian” product.
The brands chosen in the Refrigerator
category were (1) LG (2) Whirlpool (3)
Samsung (4) Electrolux.
Data was collected from 120 respondents
selected at random so that there is
homogeneity in the demographic
characteristics. These samples were
homogeneous in nature as the samples are
elucidated from service industry; one
hundred and twenty hospitals (100 beds
onwards) in Kerala, a State of India. Out of
the 120 completed responses, 60 were
based on the questions pertaining to price
promotions and the remaining 60 were
based on premium promotions.
The statistical tests were employed to find
out the quality of means among without
sales promotion and price promotion (A-B),
without sales promotion and premium
promotion (A-C) and between sales
promotions (B-C).
Reliability and Validity of the
questionnaires were done to ascertain the
psychometric properties using factor
analysis and scale reliability analysis.
Data Analysis: The collected data were
analyzed by using Statistical software‟s
such as SPSS, MINITAB etc. Statistical
tools like discriminate analysis, Factor
analysis, conjoint analysis etc were
presented using tables, diagrams and
Graphs. Tools like t-test and Chi-Square
test were also used.
4. RESULT AND DISCUSSION
The study was conducted to find out the
effectiveness of sales promotion on
perception of brand equity. The results
indicate that both types of sales promotion
namely price promotion and premium
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promotion affects the brand attribute
ratings; Brand awareness, Brand
associations, Perceived quality, Brand
loyalty and overall brand equity.
1. Brand awareness and associations
The study find out both sales
promotions, price and premium promotions
affects brand awareness associations of
consumer based brand equity significantly.
The „t‟ test statistics confirmed that paired
differences between the price promotions
and without promotions, and premium
promotions and without promotion are
statistically significant.
That shows that the price promotion
and premium promotion affects brand
awareness and associations favorably as
the sops offered by the sales promotions
are forcing the respondents seek and get
more awareness of brand there by
associated with it. It is good not only for
most favorable brand but also for other
brands. These findings are in consistent
with the study conducted by Mariola and
Elena (2005), which stated that sales
promotion can contribute to brand equity by
creating awareness and |or linking strong
favorable and unique associations to the
brand in the consumer‟s memory. This
result confirmed the model proposed by
Keller (1993) on consumer based brand
equity.
It is understood from the study, in the
paired difference between as statistically
significant as indicated by „t‟ test statistics.
The study also revealed that among the
sales promotions, price and premium
promotion, it is the price promotion that is
more affecting brand awareness and
associations than premium promotions.
Mariola and Elena (2005) study confirms
the above findings. According to them
among the monetary (price) and non-
monetary (premium) promotions, price
promotions is favored by the utilitarian
goods than premium promotions
To conclude, both sales promotions
affect the brand awareness and
association constructs of consumer based
brand equity scale. There is a differential
effect between the price and premium
promotions and price promotion are
favored by respondents than premium
promotion in the construct, brand
Sales Promotion
Siby Zacharias
Proceeding, International Seminar on Industrial Engineering and Management
awareness and associations of CBBE
scale.
2. Perceived quality
The study indicate that the constructs
perceived quality of consumer based brand
equity are affected by sales promotion,
price and premium promotion. The „t‟ test
statistics shows that the paired differences
between the price promotions and without
promotions, and premium promotions and
without promotion are statistically
significant. That is to say both sales
promotions, price and premium promotions
affects the perceived quality not on a
favorable way. This is evident from the fact,
the perceptions of the quality of the brands
which are offered with promotions shows a
negative trend while the quality perceptions
of the most favorite brand which was not
given sops remain intact. It should be
noted that the respondents have their on
favorite brand and the most favorite brand
has got statistically significant difference
over other brands as indicated by Anova
table.
The„t‟ test statistics on the paired
comparison between premium promotion
and price promotion are statistically
significant on perceived quality constructs
of CBBE. The study shows that, among the
sales promotions, it is the price promotion
that lowers the quality perception of brands
in the minds of respondents
The study is against the findings of
Davis, Inman and McAlister (1992), which
state that sales promotion especially price
promotion may mot lead to the inference of
lower quality price products. But the study
is consistent with the findings of Dodson,
Tybout and Sternthal(1978), that the mere
presence of a promotion would lead to
perception of low quality product.
The researcher concludes that the
sales promotions, price and premium
promotion does affects the perceived
quality constructs of CBBE scale. There is
a differential effect among sales promotion
in affecting the perceived quality and price
promotion is affecting more than premium
promotion.
3. Brand loyalty
Sales Promotion
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ISSN: 1978-774X
The study reveals that the consumer
based brand equity construct brand loyalty
is affected by sales promotions price and
premium promotions. The „t‟ test statistics
indicates the paired differences between
the price promotions and without
promotions, and premium promotions and
without promotion are statistically
significant.
It implies that both promotion affect
brand loyalty of brand significantly. The
Anova table revealed that all the
respondents have their own favorite brand
and there is a brand which is the most
favorite among the lot having statistically
significant difference over others. The
respondents chose the other brand leaving
there favorite brand as promotions are
offered. This more with the most favorite
brand which is not offering any offer when
compared to the brand which are offered
with offers. The study is in conformity with
studies conducted by Dodson, et.al (1978)
and Gupta (1998) which showed that
promotion especially price promotion
enhance brand substitution within a
product class.
The „t‟ test statistics on the paired
comparison between premium promotion
and price promotion on the constructs of
brand loyalty of CBBE are statistically
significant. It is evident from the study that
out of two promotions, price promotion is
more effective in brand switching than
premium promotion
To conclude sales promotion, price
and premium promotion does affect the
brand loyalty constructs of CBBE. There is
a differential effect between price and
premium promotions and price promotion is
more effective than the premium promotion
in switching the brands, thereby reducing
the brand loyalty of the brands concerned.
4. Overall brand equity
The study shows that the consumer
based brand equity construct overall brand
equity is affected by sales promotions price
and premium promotions. The „t‟ test
statistics indicates the paired differences
between the price promotions and without
promotions, and premium promotions and
without promotion are statistically
significant. The OBE constructs are
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developed by Yoo and Donthu(2001), to  Consumer‟s perceptions on attributes of

have convergent validity for the sources of brand equity are not similar whether it is
consumer based brand equity, brand a price promotion or premium
awareness and associations, perceived promotion, in terms of -Hi a -Brand
quality, and brand loyalty. The OBE gives Loyalty, Hi b-Perceived quality and Hi c
the sum and substance of a brand as – Brand awareness/Associations.(Null
implied in the definitions of consumer Hypotheses 02 is not supported)
based brand equity.  Premium promotion is less effective for
The study indicated both sales Utilitarian products in affecting CBBE, in
promotions affect overall brand equity and terms of Hiii a - Brand Loyalty, Hiii b -
that is to say, the promotion dilutes the Perceived Quality and Hiii c - Brand
overall brand equity of brand of brands. awareness/ Associations and Overall
The Anova table shows that the most Brand Equity(Null Hypotheses 02 is not
favorite brand has a significance difference supported)
over other brands. The dilution of the most
favorite brand‟s brand equity is more 4. CONCLUSIONS
pronounced than the other brands as the Conclusions to be drawn from the study
respondents shift to other brands due to are:-
promotions at the expense of the most  Over-emphasis on sales promotion can
favorite brand. This study is in confirmation affect - Brand Loyalty, Perceived
with study of Yoo et.al(2000), that the Quality, Brand awareness/ Associations
promotions have a long term influence over and overall brand equity. This is
brand equity among the elements of the particularly so with respect to reputed
marketing mix. brands that the consumers prefer.
The „t‟ test statistics on the paired Causal attribution of sales promotions
comparison between premium promotion do not favour reputed brands. Hence
and price promotion on the constructs of marketers need to use sales promotion
OBE of CBBE are statistically significant. judiciously.
The results also indicate out of two sales  Even while using sales promotion,
promotions, it is the price promotion that follow-up this activity with image
diluting the OBE than premium promotion building advertisement campaign.
as price promotion enables respondents to Otherwise brand equity is likely to get
switch to other brands which is not your diluted.
favorite brand than premium promotion.
To conclude sales promotion, price and SUMMARY OF THE FINDINGS
premium promotion does affect the Overall Table 1.
brand equity constructs of CBBE. There is Sales Promotion and Consumer Based
a differential effect between price and Brand Equity.
premium promotions and price promotion is
more effective than the premium promotion Brand
CBBE Construct Scale
Comparison
Product Sales Overall and effect of
in switching the brands, thereby reducing Category Promotion
Awareness
and
Percieved
Quality
Brand
Loyalty
Brand Sales
Equity Promotion
the brand loyalty of the brands concerned. Associations
Negativ Negati
In summary, the conclusions drawn from Industrial
Utilitarian
Price Positive Negative
e ve Premium<pri
Negativ Negati ce
the study are:- Product Premium Positive Negative
e ve

 Sales promotion has a negative effect

Comparison of dimensions of consumer
on consumer based brand equity
(CBBE), in terms of -Hi a -Brand based brand equity on sales promotions
Loyalty, Hi c – Brand
awareness/Association and Hi.d – 1. Paired Correlation between without
Overall Brand Equity. (Null Hypotheses sales promotion (A) and with price
H1: is not supported)
promotion (B
 Sales promotion has a positive effect on
Table 2.
H1.b.-Brand Awareness and Brand Comparison of Correlation Significance
Associations. Variables

E106 Sales Promotion

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Brand Awareness .970 .030 brand equity are statistically significant as

and Associations
shown by ‘t’ test statistics
Perceived Quality .988 .012
Brand Loyalty .990 .010 3. Paired Correlation between price
Overall Brand .995 .005 promotion (B) and premium promotion
Equity (C)
Table 6.
The result indicates the correlation Comparison of Correlation Significance
between variables is positive and highly Variables
significant. Brand Awareness .991 .009
Paired difference sample test and Associations
Table 3. Perceived Quality .965 .035
Comparison of t values Significance Brand Loyalty .995 .005
Variables Overall Brand .999 .001
Brand Awareness and 4.108 .0034 Equity
Associations
Perceived Quality 11.633 .000078 The result indicates the correlation
Brand Loyalty 3.647 .0016 between variables is positive and highly
Overall Brand Equity 4.007 .00071 significant.
Paired difference sample test .
The result indicates that the paired Table 7.
difference between price promotion (B) and no Comparison of t Significance
promotion on dimensions of CBBE scale are Variables values
Brand Awareness and 4.207 .00031
statistically significant as shown by ‘t’ test Associations
statistics Perceived Quality 3.258 .0008
2. Paired Correlation between without Brand Loyalty 3.470 .00052
sales promotion (A) and with premium Overall Brand Equity 3.726 .00044
promotion (C)
Table 4. The results indicate the paired
Comparison of Variables
Correlation Significance differences between sales promotions,
Brand Awareness .991 .009
premium (c) and price (B) promotion are
and Associations
statistically significant in all the constructs
Perceived Quality .965 .035
Brand Loyalty .995 .005
of consumer based brand scale. The„t‟ test
Overall Brand .999 .001 statistics shows that the premium and price
Equity promotion effect the CBBE significantly.

The result indicates the correlation

between variables is positive and highly 5. REFERENCES
significant Aaker, D.A (1991), Managing Brand Equity,
The Free Press, New York, NY
Paired difference sample test Aaker, D.A (1996), “Measuring brand
Table 5. equity across products and markets”;
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