Title: Role of advertising and promotional strategies in shaping consumer brand attitude regarding consumer durable retailers in Vietnam

Authors: Cuong Hung Pham

Addresses: Faculty of Professional Operations, Foreign Trade University, Ho Chi Minh City Campus, 15D5, Ward 25, Binh Thanh District, Ho Chi Minh City, Vietnam

Abstract: Marketing communication is changing day by day along with the changing customer touch points, buying points, preferences and stores choices. As a result of this, advertising and promotional strategies are also changing. The purpose of this paper is to find the role of advertising and promotional strategies in shaping consumer brand attitude in the area of consumer durables in Vietnam. The present paper is exploratory cum descriptive in nature. The study uses primary data collected with the help of structured questionnaire from 638 respondents. The scale development and scale validation has been done through confirmatory factor analysis and validity and reliability analysis testing respectively. Structural equation modelling has been applied to establish the relationship between advertising and promotional strategies and brand attitude. It has been found from the study that there are four constructs of advertising and promotional strategies namely advertising, sales promotion, direct marketing and word of mouth. All these constructs have significant role in shaping brand attitude. The study establishes the relationship among advertising and promotional strategies and brand attitude. Such a comprehensive relationship was not found in the extant literature in the context of consumer durable retailing.

Keywords: advertising; promotional strategies; brand attitude; consumer goods; brand equity; retail industry; customer equity.

DOI: 10.1504/IJIE.2022.121753

International Journal of Intelligent Enterprise, 2022 Vol.9 No.2, pp.258 - 273

Received: 02 Feb 2019
Accepted: 26 Sep 2019
Published online: 07 Apr 2022 *

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