Impact of Price Promotion Strategies on Brand Image: A Case of Pathao Marketing Approach

Abstract

This study examines the impact of price promotion strategies on brand image: A case of Pathao marketing approach. Brand image is the dependent variable. The selected independent variables are advertisement, price deals, brand awareness, brand trust, and service quality. The primary source of data is used to assess the opinions of respondents regarding advertisement, price, brand awareness, brand trust, service quality, and brand image. The study is based on primary data of 125 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation and multiple regression models are estimated to test the significance and importance of price promotion strategies on brand image: A case of Pathao marketing approach. The study showed a positive impact of advertisement on brand image. It indicates that better advertisement strategies lead to an increase in the brand image. Similarly, the study showed a positive impact of price on brand image. It indicates that competitive pricing leads to an increase in the brand image. The study also revealed a positive impact of brand awareness on brand image. It indicates that higher the brand awareness, higher would be the brand image. Likewise, the study observed a positive impact of brand trust on brand image. It indicates that higher the brand trust, higher would be the brand image. In addition, the study observed a positive impact of service quality on brand image. It indicates that better service quality leads to an increase in brand image.