Investigating the Impact of Sales Promotion Mix and Product Innovation on Brand Equity in Mehraz Kavir Company
Keywords:
Sales promotion mix, product innovation, brand equityAbstract
Elements of the promotion mix, especially sales promotion, play a major role in building brand equity across various brands. As their effectiveness and efficiency increase, brand strength and value are also enhanced. Accordingly, the objective of this study is to investigate the impact of the sales promotion mix and product innovation on brand equity in Mehraz Kavir Company. The statistical population of this study comprises all major customers of Mehraz Kavir Company, totaling 50 individuals. A census method was applied, and questionnaires were distributed among all customers. From the perspective of nature and methodology, this study is a descriptive research of a causal type, and from the perspective of purpose, it is an applied research. For data collection, three standardized questionnaires were used: the Sales Promotion Mix Questionnaire by Arianejad (2018), the Product Innovation Questionnaire by Naghavi Zadeh et al. (2013), and the Brand Equity Questionnaire by Aaker (1991). The validity of the questionnaires was confirmed by the academic advisor due to their standardized nature. The reliability coefficients of the questionnaires in this study were 0.81, 0.80, and 0.92, respectively. For data analysis, descriptive indicators and structural equation modeling (SEM) were applied using SPSS and Smart PLS software. The results of the study showed that both the sales promotion mix (path coefficient = 0.666) and product innovation (path coefficient = 0.601) have a direct and significant impact on brand equity.
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