How sales promotion builds brand equity

building a model based on consistency and elaboration

Abstract

The purpose of this research is to make a new model to explain the process of how sales promotion builds customer-based brand equity, certainty of brand attitude in particular. This model is based on two antecedents, consistency between sales promotion and brand schema and elaboration of sales promotion, which clarify the process of increasing certainty of brand attitude. Empirical evidence validates this model but not alternative explanations. We suggest some implications for branding and sales promotion decision-making.