Investigating the Relationship between Sales Promotions and Brand Equity Dimensions: A Case Study of an Active Company in the Classic Men's Clothing Field

The brand's special value, with the nature of the features and credits that can increase or decrease the added value created by product or service, is an important indicator in obtaining feedback from marketing activities on the brand. In this research, the relationship between precious sales promotion and brand equity dimensions in the garment industry in the country has been investigated. The present research is applied in terms of purpose and based on the data gathering method, the research is descriptive and in terms of data analysis method, it is considered as correlation and structural equations. The required information was collected using a questionnaire from 107 samples of the statistical population including all customers of the brand (male clothing manufacturer) in Tehran and then analyzed using the LISREL software. The results of this research indicate that there is a positive and significant relationship between sales promotions and brand equity and its four dimensions (perception of quality, brand image, brand awareness and brand loyalty). The results of this research can help managers and marketers to make future plans for brand development through precious tools as brand advertising.