期刊名称：Journal of Business and Social Review in Emerging Economies
印刷版ISSN：2519-089X
电子版ISSN：2519-0326
出版年度：2020
卷号：6
期号：3
页码：1119-1130
DOI：10.26710/jbsee.v6i3.1352
语种：English
出版社：CSRC Publishing
摘要：The role of brand satisfaction as a predecessor of brand loyalty has been acknowledged by researchers,academicians,and practitioners for long. Various concepts,theories,and models have been presented in the literature to understand the antecedents and predictors of brand satisfaction. It has been propounded that advertising supports to incite brand satisfaction. At the same time,many studies go against this point of view indicating its detrimental role in this regard. Although the research on sales promotions and brand satisfaction in the context of quality,performance,and value perceptions is meagre,it tends to depict it,for the most time,damaging and therefore unsuitable. This empirical research is an attempt to explore the comparative effectiveness of advertising and sales promotions to cause brand satisfaction bearing in mind all important constructs. The research has been conducted on the Fast Moving Consumer Goods sector. Two mostly purchased products consuming minimal household budget i.e. bath soap and toothpaste are selected for the purpose. The study findings,although determine advertising relatively more efficacious to produce feelings of satisfaction towards a brand,the role of sales promotions cannot be downplayed as they are equally important in respect of brand quality and utilitarian value.
