See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/360513955

Impact of Brand Promotion on Market Performance

Article · May 2022

CITATIONS READS

0 1,965

5 authors, including:

Dr .AR .Saravanakumar
Alagappa University
325 PUBLICATIONS   1,085 CITATIONS   

SEE PROFILE

Some of the authors of this publication are also working on these related projects:

Education View project

Archaeological Research View project

All content following this page was uploaded by Dr .AR .Saravanakumar on 10 November 2022.

The user has requested enhancement of the downloaded file.

Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.
Impact of Brand Promotion on Market Performance
Dr Pramod Goyal
Professor, FMS, Marwadi University, Rajkot, Gujarat

Dr. AR. Saravanakumar

Assistant Professor ,Department of Education, DDE & Head Incharge
Department of History ,Alagappa University
Karaikudi-630003, Tamil Nadu, India

Dr. Shilpa C. Shinde

Assistant Professor, Lala Lajpatrai Institute of Management, University of Mumbai, Maharashtra

Dr.Anju Gupta
Principal & Professor, Khandelwal Vaish Girls Institute of Technology, Jaipur, Rajasthan

Ms.Kritika Gupta
Assistant Professor, Khandelwal Vaish Girls Institute of Technology, Jaipur, Rajasthan

Abstract:
This study investigates the impact of several sorts of components on brand promotions and market
performance. The researcher used a case study of Hindustan Unilever (HUL) to analyze several types
of brand equity components that influence customer purchase intentions. Hindustan Unilever is the
most well-known fast-moving consumer goods (FMCG) brand in the Indian market. Within the
Hindustan Unilever brand, this corporation provides 35 different products in 20 categories. This
company's annual revenue is INR 27408 crores. HUL is a subsidiary of Unilever that provides
customers in various nations across the world with high-quality and plentiful consumer goods. As a
result, various challenges have arisen for HUL. Several advertising concerns have damaged the brand
HUL, resulting in a decrease in client databases. Advertisement is one of the most powerful
techniques for influencing client buy intentions.
Keywords:Brand Promotion, market strategy, brand equity, purchasing decision and Market
Performance

Introduction: brand loyalty or brand expansion. The

Brand promotion is a crucial marketing term. brandpromotion also contributes to a
Brand promotion may be defined as a crucial company's competitive advantage in a
and effective business strategy for a competitive market sector. The purpose of this
corporation. Brand promotion is determined research was to examine the impact of various
by the company's favorable image and components of brand promotion on market
reputation in a competitive market area. As performance. Customers' buying intentions,
Khoshtariaet al. (2020) state, the idea of brand according to Halliburton and Bach (2012),
promotion is dependent on the concept of might be impacted by a variety of

© 2021 JPPW. All rights reserved 7159

 Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.
circumstances. A company's brand image and brand impacts targeted clients of a company's
reputation can be beneficial in obtaining specific product or service directly or
favorable feedback from clients. A positive indirectly. As a result, successful brand
brand image in the market might be beneficial creation is one of the most critical factors in
in attracting more and more clients. A positive achieving a stable position in a competitive
image and reputation of a company's brand market sector. As a result, good branding is
may be beneficial in improving commercial required by a corporate organizationto acquire
operations in a competitive market sector. This the most reputable position within the
research study used Hindustan Unilever's case competitive market sector.
study to analyze his specific research issue. The specific business corporation gives
knowledge about the product and its
Objectives of the research: usefulness to clients by delivering excellent
The following are the study's objectives: branding of the product. Customers can make
 to look into the primary components of brand informed decisions about acquiring a
promotion company's specific product or service when it
 To investigate the elements that influence has a successful brand (Sugiono et al. 2021).
customers' purchasing intentions. On the other hand, claimed that to provide
 To evaluate the impact of brand promotion effective branding of a product or service, the
components on market performance specific business corporation should employ a
 To offer some efficient ways for developing branding strategy. To give relevant
successful brand promotion for this information about a certain brand of a service
organization that would aid in client or product, the organization needs to develop
purchasing intentions. successful brand value.The corporation can
attain brand management to provide an
Literature review: effective brand. As a result, Hofmann et al.
Role of effective branding: (2021) claimed that significant factors include
According to The American Marketing the product, pricing, packaging, and successful
Association, a brand is a phrase, sign, name, promotional strategies.
design, or symbol that aids in the
identification of distinct products or services Concepts of brand promotion:
within the same industrial sector. According to According to Guptaet al. (2020), brand
Melovićet al. (2020), the brand helps to promotion may be analyzed from both a
distinguish a product or service from its financial and a consumer standpoint. The
competitors in the same market sector. The researcher attempted to examine brand
social phenomena that can be achieved by the promotion from the standpoint of customers
given services are referred to as a brand. A for this research study. Brand promotion is the
brand adds dimension to a product, allowing it monetary worth of a favorable brand image.
to be distinguished from other items of the Customers' sentiments about a brand can be
same design and intended for the same used to calculate brand promotion. Brand
reasons. promotion may be achieved via brand
Al Asheq and Hossain(2019), on the other awareness, brand recognition, brand trial,
hand, suggested that the brand of various firms brand preference, and brand loyalty. On the
refers to the distinctive design. The value of a other hand, claimed that brand promotion is

© 2021 JPPW. All rights reserved 7160

 Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.
the most important asset that a firm should collection of assets and liabilities associated
employ. Brand promotion is described as a with the brand.

Figure 1: Models of brand equity

(Source: Cowan et al. 2020, pp- 13)

Several brand promotion models have been of clients with a certain brand or firm. It is the
created to aid in the process of measuring bond between the brand and its customers.
brand promotion. David Aaker created the Behavioral loyalty has been connected to
well-known model of brand promotion (1996). consumer behavior in a competitive market
This approach has defined five types of brand sector. Customers' cognitive loyalty can be
assets. The following are the brand assessment connected to their purchasing decisions. As a
categories: result, brand loyalty may be achieved through
 Brand adoration providing brand-specific services. Customers
 Brand recognition should be satisfied with the company.
 Quality as perceived On the other hand, that brand loyalty may be
 Brand affiliations quantified by the process of word of mouth,
 Other assets include trademarks, channel the propensity of repeat purchasing, and so on.
relationships, and so forth. Brand loyalty may aid in the acquisition of
brand promotion. The two most important
Brand loyalty: aspects of brand loyalty are trustworthiness
According to Cowan et al. (2020), one of the and dependability. Brand loyalty may be
main dimensions of brand promotion is brand generated by the significant quality and
loyalty. Brand loyalty aids in the identification quantity of advertising. Brand loyalty also aids

© 2021 JPPW. All rights reserved 7161

Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.
in the promotion of the brand in a competitive product or service based on the brand's
market area. Customers have looked for specific qualities. As a result, Yaoet al. (2021)
information about a certain brand. Brand categorized perceived quality variables into
loyalty may be generated through good brand two categories: intrinsic qualities and extrinsic
explanation (Mourad et al. 2020). attributes. Intrinsic qualities are associated
with the product's physical component.
Brand awareness: Extrinsic qualities, on the other hand, are
Brand awareness is the capacity of customers associated with the product. Flavor, color,
to recall and recognize the brand. Simply said, look, and shapes are all physical aspects of a
brand awareness relates to the familiarity of a product. As a result, extrinsic qualities are
brand among customers. Customers always associated with stamp quality, brand name,
favor brands with which they are already price, shop, product information, packaging,
familiar. As a result, Alićet al. (2020) noted and so on.
that clients always pick well-known brands.
As a result, the specific business corporation Brand associations:
should increase its degree of advertising to According to Porcuet al. (2020), the most
inform clients about the brand of the items or essential and widely regarded facet of brand
services. Customers, on average, choose promotion is brand association. Brand
brands with which they are familiar. associations explain the fundamentals of
Customers' buying intentions are influenced customer brand loyalty and buying decisions.
by their choice of a well-known brand. As a Brand associations are the many sorts of
result, substantial degrees of marketing must brand-related ideas, perceptions, experiences,
be developed by the firm to attract potential, beliefs, and attitudes. Brand associations are
loyal, and new clients of the company's classified into two types: product associations
specific brand. Customers feel more confident and organizational affiliations. Consumers
when they see a familiar brand. They also frequently associate a brand's social image,
choose this brand to reduce risk factors when perceived value, trustworthiness, distinction,
selecting a brand. Brand recognition can be and so on.
connected to brand associations. Mussolet al. (2010), addressed the second
form of brand linkages. The second sort of
Perceived quality: brand association is the advantage of the brand
The dimension of brand promotion is acquired by consumers when utilizing this
perceived quality. The use a customer's brand specific brand of goods or service. Brand
can be used to assess perceived quality. advantage aids in the attachment of customers
Customers' overall brand experience may be to a certain brand. The advantages of a brand
referred to as the perceived quality of the may be divided into three categories:
product. According to Das (2020), perceived functional benefits, symbolic benefits, and
quality relates to customers' opinions about the experiential benefits. As a result, functional
whole experience of a brand's product or advantages are linked to basic safety demands.
service. Customers' overall contentment might Experiential advantages are the feelings that
help to improve perceived quality. The idea of customers get when utilizing a certain brand of
brand promotion is influenced by perceived product or service. The extrinsic benefits of
quality. Customers frequently appraise a

© 2021 JPPW. All rights reserved 7162

Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.
using a certain brand are referred to as circumstances. A consumer's purchase
symbolic benefits. intention is frequently treated as a very
However, Zhang et al.(2021) claimed that the complicated issue. Customers' behavior,
last sort of brand association is brand attitudes, perceptions, and attitudes can all be linked to
which pertain to the customers' overall their purchase intent.
judgment of the brand. It is the most ethereal Li et al. (2019) argued that a consumer's
aspect of brand connections. Brand attitudes purchasing choice might be a complicated
serve to enhance consumers' primary behavior phenomenon that is tied to the value as well as
toward a certain brand of goods or service. the quality of that particular product. A
The benefits of the brand might be linked to consumer's purchase intention is frequently
the brand's mindset. A customer's purchasing influenced by the product's quality, price, and
choice refers to the strategy of customers perceived worth. Customers' purchasing
while making a purchase of a product or intentions,can also be impacted by a variety of
service from a firm. Consumer purchase social, psychological, and cultural variables.
intentions can be influenced by a variety of

Figure 2: Different factors of product purchasing

(Source:Cowan et al. 2020, p.91)

According to Li et al. (2019), extrinsic and Consumer purchase intent is also affected by
intrinsic product variables might be beneficial the price of a certain product. Packaging has a
in influencing customer purchase intentions. vital function in influencing customer buying
Extrinsic product aspects include the product's intentions. A product with unappealing
packaging as well as the store's image, packaging is less appealing to buyers.
marketing, perceived pricing, and so on. Advertisement is also an essential aspect of

© 2021 JPPW. All rights reserved 7163

Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.
product packaging. Customers' buying quantitatively. The researcher selected
intentions are also influenced by the attractive secondary data from a variety of relevant
image of the business selling the specific publications, journals, blogs, websites, and so
goods. on. In this chapter, all aspects have been
Intrinsic aspects of a product are about the discussed briefly.A researcher must collect
perceived quality and worth of the product. As several sorts of data to carry out the entire
a result, it can be claimed that numerous sorts study process. Data is the most valuable and
of social, psychological, and cultural elements crucial factor when researching a certain study
exist to influence client purchasing intentions. topic. Data sources can be of two types:
There are numerous forms of effects on a primary and secondary data sources used by
consumer's purchase intention or purchasing the researcher. Interviews, surveys, and
decision.Age, employment, money, lifestyle, questionnaires were used to obtain primary
and attitude or personality are all personal data. Primary data can be gathered from a
variables. Motivation, learning, attitude, and variety of unpublished sources.
perception are all psychological aspects. This Secondary sources include numerous sorts of
element includes numerous forms of published data, such as journals, books, blogs,
subcultures and socioeconomic classes. and websites. By witnessing or reading a book
Family, reference group, and a person's or journal, the researcher can collect many
function and standing in society are examples sorts of secondary data.
of social influences. The researcher gathered primary data from
Hindustan Unilever's regular individual
Methods and techniques: consumers for this research study. The
The methodology of the specific research is researcher distributed a postal questionnaire to
described in this chapter. According toZhanget Hindustan Unilever consumers.There are two
al. (2019), research methodology is a systemic sorts of data analysis techniques: quantitative
procedure that aids in the conduct of the entire data analysis techniques and qualitative data
investigation. The right structure of the analysis techniques. For this research, the
investigation is described by the research researcher has used a quantitative data
methodology. The term "research technique" analysis approach to analyze the data obtained
refers to the numerous sorts of relevant from clients. The researcher delivered the
thoughts and ideas that are important to this quantitative data analysis in a Microsoft Excel
particular research investigation. This chapter spreadsheet.
discusses the concept of research as well as
the research approach. This chapter, on the Data analysis and findings:
other hand, describes the data gathering Objective 1:
procedure and sample strategy. The researcher The researcher has related this goal to relevant
has highlighted the research's limitations and literatureto determine the components of brand
ethical issues in this chapter. promotion. These are the most crucial aspects
The research technique outline includes a of establishing brand promotion. These
descriptive research goal, a deductive strategy, elements are also known as brand assets since
and a post-positivism research philosophy. they influence the purchasing intentions of a
The researcher, on the other hand, has company's customers.
gathered primary data toanalyze it

© 2021 JPPW. All rights reserved 7164

Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.

Table 1: Customer’s interpretation of the reputation of HUL

Figure 3: Customer’s interpretation of the reputation of HUL

Customers' attachment to a brand is referred perceived quality. Brand affiliation may be

to as brand loyalty. Brand loyalty may be characterized as the brand's product or
assessed by a customer's proclivity for repeat organizational association. Other perceived
purchases and word-of-mouth marketing about assets are included in the brand's trademarks,
items from the same brand.Brand awareness, logo, and other assets. As a result, these
on the other hand, may be defined as the components are critical tosustaining the
capacity to distinguish a brand from brand's promotion in the market.
competing brands in a competitive market.
Customers' use of a certain brand is defined as

© 2021 JPPW. All rights reserved 7165

Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.
Objective 2: service aspects have an impact on client
The researcher also looked at several purchase intentions. Extrinsic elements of a
characteristics that influenced customers' product or service include advertising,
buying intentions. The study discovered, from packaging, price, and retail image. As a result,
secondary sources, that there are numerous intrinsic aspects of a specific brand, such as
sorts of social, psychological, and economic value and quality, influence customers'
elements that have influenced customers' purchase intentions.
buying intentions. On the other side, the
researcher has determined that product or

Table 2: Preference of HUL among the customers

© 2021 JPPW. All rights reserved 7166

Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.

Figure 4: Preference of HUL among the customers

On the other hand, the researcher discovered

that the process of purchasing a product Objective 3:
typically follows a set of phases. The first According to the data gathered from clients,
stage in this procedure is to recognize the the researcher concluded that HUL strives to
requirement and become aware of the provide all aspects of brand promotion to its
situation. The second phase is looking for customers. HUL has a large number of
various forms of information to select a certain prospective and committed clients who will
brand of goods and services. The third phase never buy the same product from another
entails acquiring a product from a certain brand. Customers, on the other hand, have
company's brand. The fourth step entails post- recognized HUL's emblem or trademark.
purchase evaluation of the purchase of a Customers are aware that HUL is a well-
specific brand of a company's product or known market player.
service.

© 2021 JPPW. All rights reserved 7167

Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.

Table 3: Elements of decision making of customers for FMCG products

Figure 5: Elements of decision making of customers for FMCG products

© 2021 JPPW. All rights reserved 7168

Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.
The group of consumers has a high level of goods firm. Several items have found a
overall satisfaction and product use. As a position among clients in the market's
result, people anticipate stronger marketing competitive sector.
from a reputable firm like HUL. Effective
advertising is a significant component of Objective 4:
brand promotion. As a result, advertising may Hindustan Unilever is a well-known firm that
either expand or diminish client also provides a variety of environmental and
databases.However, the study discovered that social initiatives. HUL has purchased USLP
HUL provides a wide choice of high-quality (Unilever Sustainable Living Plan) to improve
items to its clients. As a result, buyers are society and the environment. HUL has
drawn to this particular firm when making a prioritized long-term commercial activity in a
key product or service selection. Customers competitive market sector.
have faith or trust in this particular FMCG

Table 4: elements of HUL for customers’ preference

© 2021 JPPW. All rights reserved 7169

Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.

Figure 6: elements of HUL for customers’ preference

As a result, to build great brand promotion, accepted by society. This form of the
HUL must develop successful commercials. campaign has been chastised at all levels of
HUL's renowned skin lightening product has society, and HUL's client database has
been given an advertisementto instill prejudice suffered as a result.
and the distinction between black and white- The researcher has made some
faced ladies. Society has harshly attacked this recommendations to address this issue. The
advertising. A well-known corporation, such study suggests that Hindustan Unilever usesa
as Hindustan Unilever, should never endorse unique design for ads. This firm should
such commercials.As a result, this firm has provide more effective designs for ads that
lost its customer databases as a result of would never jeopardize society's social
pushing this form of unethical advertising. standards and values. The advertisement
This marketing also contradicts Hindustan should never have an impact on mankind. As a
Unilever's USLP. result, HUL should examine aspects such as
client purchase intent and deliver successful
Conclusion and recommendations: marketing that does not jeopardize society's
Several Hindustan Unilever adverts have been compassion.
condemned by people from various social
classes. HUL's advertisement for a skin Future scope
whitening product revealed a distinction This research was constrained by time and
between black and white-faced ladies. The money constraints. As a result, future research
advertising depicted how, before applying the will be able to uncover additional Hindustan
cream, the girl was shunned by society Unilever concerns related to brand promotion
because of her dark skin. However, after and customer purchase intent. In addition, due
applying the cream, the girl turns white and is to the massive change that occurred after

© 2021 JPPW. All rights reserved 7170

 Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.
covid19, it becomes important to re-identify 8. Khoshtaria, T., Datuashvili, D. and Matin, A.,
all the areas, that can be performed in future 2020. The impact of brand equity dimensions
researches. on university reputation: an empirical study of
Georgian higher education. Journal of
References Marketing for Higher Education, 30(2),
1. Al Asheq, A. and Hossain, M.U., 2019. SME pp.239-255.\
performance: impact of market, customer and 9. Li, G., Li, J. and Sun, X., 2019. Measuring
brand orientation. Academy of Marketing green brand equity in relationship interactions
Studies Journal, 23(1), pp.1-9. and its impact on brand loyalty. Revista de
2. Alić, A., Činjarević, M. and Agić, E., 2020. cercetareșiintervențiesocială, 66, pp.278-297.
The role of brand image in consumer-brand 10. Melović, B., Jocović, M., Dabić, M., Vulić,
relationships: similarities and differences T.B. and Dudic, B., 2020. The impact of
between national and private label digital transformation and digital marketing on
brands. Management & Marketing, 15(1), the brand promotion, positioning and
pp.1-16. electronic business in
3. Cowan, K. and Guzman, F., 2020. How CSR Montenegro. Technology in Society, 63,
reputation, sustainability signals, and country- p.101425.
of-origin sustainability reputation contribute to 11. Mourad, M., Meshreki, H. and Sarofim, S.,
corporate brand performance: An exploratory 2020. Brand equity in higher education:
study. Journal of business research, 117, comparative analysis. Studies in Higher
pp.683-693. Education, 45(1), pp.209-231.
4. Das, S., 2020. Innovations in digital banking 12. Mussol, S., Aurier, P. and de Lanauze, G.S.,
service brand equity and millennial 2019. Developing in-store brand strategies and
consumerism. In Digital transformation and relational expression through sales
innovative services for business and promotions. Journal of Retailing and
learning (pp. 62-79). IGI Global. Consumer Services, 47, pp.241-250.
5. Gupta, S., Gallear, D., Rudd, J. and Foroudi, 13. ParimalaFathima, M., Saravanakumar, AR.,
P., 2020. The impact of brand value on brand (2012). Metacognitive Orientation: A
competitiveness. Journal of Business Theoretical Framework, Indian Streams
Research, 112, pp.210-222. Research Journal, Vol.2, Issue.9
6. Gaurav Joshi, Deepti Pathak, Kirti Agarwal 14. Porcu, L., del Barrio-García, S., Kitchen, P.J.
and SamantShant Priya, "Consequence of and Tourky, M., 2020. The antecedent role of
personality attributes on brand loyalty in the a collaborative vs. a controlling corporate
automobile industry", International Journal of culture on firm-wide integrated marketing
Indian Culture and Business Management , communication and brand
Vol. 24, No. 4, pp 503-522. performance. Journal of Business
https://doi.org/10.1504/IJICBM.2021.119889 Research, 119, pp.435-443.
7. Hofmann, J., Schnittka, O., Johnen, M. and 15. Paranthaman, S., Radha, R., Ashok, K.,
Kottemann, P., 2021. Talent or popularity: Ananda Krishnan, S., Saravanakumar, AR.,
What drives market value and brand image for Trade and Commerce of Ancient Tamilagam,
human brands?. Journal of Business Journal of Xidian University, Vol.14, Issue.6,
Research, 124, pp.748-758. ISSN No.1001-2400, pp.1796-1805.

© 2021 JPPW. All rights reserved 7171

 Journal of Positive School Psychology http://journalppw.com
2022, Vol. 6, No. 3, 7159-7172
Dr. Pramod Goyal et al.
16. Rashmi Aggarwal, Tanvi Verma and Kirti Sales Performance Mediated by Customer
Agarwal, "Conflict management - a challenge Loyalty at Paul Bakery Kota Kasablanka
to resolve through various communication Jakarta. ENDLESS: International Journal of
styles", International Journal of Environment, Future Studies, 4(1), pp.93-111.
Workplace and EmploymentVol. 6, No. 1-2, 19. Yao, Q., Zeng, S., Sheng, S. and Gong, S.,
pp 40-55. 2021. Green innovation and brand equity:
https://doi.org/10.1504/IJEWE.2020.113089 moderating effects of industrial
17. Radha, R., Sivakumar, I., Saravanakumar, institutions. Asia Pacific Journal of
AR., (2022). Herstories in Management, 38(2), pp.573-602.
ContemporaryIndian Films, American Journal 20. Zhang, C., Liu, Q., Ge, G., Hao, Y. and Hao,
of Economics and Sociology, H., 2021. The impact of government
https://onlinelibrary.wiley.com/doi/10.1111/aj intervention on corporate environmental
es.12437 performance: Evidence from China's national
18. Sugiono, E., Nurwulandari, A. and Khairina, civilized city award. Finance Research
F., 2021. The Effect of Promotion Mix on Letters, 39, p.101624.

© 2021 JPPW. All rights reserved 7172

View publication stats