Behavioral Biases of Promotion Strategies in Consumer Paradox Towards Brand Equity: Thematic Analysis
DOI:
https://doi.org/10.55737/qjss.v-ii.24322Keywords:
Thematic Analysis, Systematic Review, Brand Equity, Promotion, Consumer, Web of ScienceAbstract
The current systematic analysis aims to review promotion strategies and brand equity literature published in the last decade to unfold the new doors in the promotion and brand equity measurements and their elements in the area of multidisciplinary promotional research models. The study has searched five major databases to identify the relevant literature. We have selected quantitative research articles from the Web of Science (WOS) - Social Science Citation Index (SSCI) for the thematic exercise. The analysis reveals that the effects of monetary and non-monetary promotions vary across cultures, with some elements positively influenced and others negatively. It also identifies new themes in brand equity and sales promotion across multidisciplinary marketing paradigms. The research has extended to new systematic and thematic reviews from all Web of Science databases and extended it to apply in thematic research with the conceptualization in qualitative and quantitative research. The current research contributes to the literature by consolidating the findings of major studies in the last ten years on promotions and brand equity. It has identified gaps and highlighted new emerging fields of consumer marketing. The study has also identified and listed the theories that researchers have used in promotion and brand equity in the last decade. The research has identified conceptualization in different streams of marketing research, such as brand equity and sales promotion, with the help of big data, artificial intelligence, neuro-marketing, experiential marketing, sensory marketing, and brand anthropomorphism that will help in policy development and marketing managers for best-targeted marketing practices.
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