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International Journal Of Engineering, Business And Management(IJEBM)

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  3. Vol-9,Issue-3, July - September 2025
  4. An Examine the Role of Advertising and Promotion on Brand Equity creation at Nestle

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An Examine the Role of Advertising and Promotion on Brand Equity creation at Nestle

Umamaheswararao Gobbilla , Gosawamy Eshwar Giri


International Journal of Engineering, Business And Management(IJEBM), Vol-9,Issue-3, July - September 2025, Pages 59-78 , 10.22161/ijebm.9.3.4

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Article Info: Received: 19 Jun 2025; Received in revised form: 13 Jul 2025; Accepted: 18 Jul 2025; Available online: 21 Jul 2025

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This study investigates the impact of advertising and promotional strategies on the creation and enhancement of brand equity for Nestlé within the Indian FMCG sector. Employing a quantitative approach, primary data were collected through structured questionnaires from 169 consumers, complemented by secondary data from industry sources. Statistical analyses, including correlation and regression, revealed that advertising significantly influences brand awareness, perceived quality, and consumer loyalty, while promotional activities notably encourage product trials and short-term engagement. Findings indicate that social media advertising is the most effective platform, and that well-designed campaigns emphasizing brand values foster stronger consumer connections. The research underscores the importance of balancing advertising and promotions to sustain long-term brand equity. These insights provide practical guidance for marketers aiming to optimize brand-building efforts in dynamic, culturally diverse markets, thereby strengthening competitive advantage and consumer trust.

Advertising, Promotion, Brand Equity, Marketing Communication, Brand Awareness, Brand Loyalty, Consumer Perception, Brand Image, Integrated Marketing, Promotional Strategies, Marketing Effectiveness, Consumer Behaviour, Brand Positioning, Corporate Branding.

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https://www.jstor.org/stable/1252048?utm
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[12] Rahman, Z. & Areni, C.S. (2014). A Comparison of Advertising and Promotion Effects on Brand Equity. Journal of Consumer Marketing, 31. https://www.sciencedirect.com/science/article/abs/pii/S0148296399000983
[13] Moisescu, O.I. (2015). Advertising's Influence on Brand Equity in FMCG Sector. Procedia Economics and Finance, 23, 1456–1460. https://www.sciencedirect.com/science/article/pii/S2212567115006680
[14] Ewing, M.T. & Napoli, J. (2005). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Marketing Theory and Practice, 13(4), 26–38. https://www.emerald.com/insight/content/doi/10.1108/10610420610658938/full/html
[15] Rust, R.T., Zeithaml, V.A. & Lemon, K.N. (2004). R.O.M.: Using Customer Equity in Your Marketing Strategy. Journal of Marketing, 68, 109–127. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3545505
[16] Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. https://journals.sagepub.com/doi/10.1177/002224299305700101?utm
[17] Kotler, P. & Keller, K.L. (2016). Marketing Management (15th Edition). Pearson. https://www.pearson.com/en-us/subject-catalog/p/marketing management/P200000007478/9780134236933
[18] Yoo, B. & Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 52(1), 1–14.
https://ideas.repec.org/a/eee/jbrese/v52y2001i1p1-14.html
[19] Villarejo-Ramos, Á., & Sánchez-Franco, M.J. (2005). The Impact of Marketing Communication and Price Promotion on Brand Equity. Journal of Brand Management, 12(6), 431–444.
https://www.researchgate.net/publication/31984182_The_impact_of_marketing_communication_and_price_promotion_on_brand_equity
[20] Percy, L. & Rossiter, J.R. (1992). A Model of Brand Awareness and Brand Attitude Advertising Strategies. Psychology & Marketing, 9(4), 263–274.
https://www.emerald.com/insight/content/doi/10.1108/10610420610658938/full/html
[21] Esch, F.R., Langner, T., Schmitt, B.H. & Geus, P. (2006). Are Brands Forever? How Brand Knowledge and Relationships Affect Current and Future Purchases.
https://www.sciencedirect.com/science/article/abs/pii/S0148296399000983
[22] Buil, I., de Chernatony, L. & Martínez, E. (2013). Examining the Impact of Advertising and Sales Promotions on Brand Equity. Journal of Business Research, 66(1).
https://www.sciencedirect.com/science/article/abs/pii/S0148296311002669
[23] Neslin, S.A. (2002). Sales Promotion. Marketing Science Institute.
https://ideas.repec.org/a/eee/jbrese/v29y1994i3p247-248.html
[24] Dekimpe, M.G., Steenkamp, J.E.M., Mellens, M., & Vanden Abeele, P. (1997). Decline and Variability in Brand Loyalty. International Journal of Research in Marketing, 14(5), 405–420.
https://www.jstor.org/stable/1252048?utm
[25] Keller, K.L. & Lehmann, D.R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740–759.
https://www.emerald.com/insight/content/doi/10.1108/10610420610658938/full/html
[26] Rahman, Z. & Areni, C.S. (2014). A Comparison of Advertising and Promotion Effects on Brand Equity. Journal of Consumer Marketing, 31.
https://www.sciencedirect.com/science/article/abs/pii/S0148296399000983
[27] Moisescu, O.I. (2015). Advertising's Influence on Brand Equity in FMCG Sector. Procedia Economics and Finance, 23, 1456–1460.
https://www.sciencedirect.com/science/article/pii/S2212567115006680
[28] Ewing, M.T. & Napoli, J. (2005). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Marketing Theory and Practice, 13(4), 26–38.
https://www.emerald.com/insight/content/doi/10.1108/10610420610658938/full/html
[29] Rust, R.T., Zeithaml, V.A. & Lemon, K.N. (2004). R.O.M.: Using Customer Equity in Your Marketing Strategy. Journal of Marketing, 68, 109–127.
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3545505

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