The Research Of Influences Of Sales Promotion On The Brand Emotions

Communication plays a vital role in the retention of brand equity, but the current tools of branding are gradually out of use including advertisement soft release and public relations campaign. Since the sales promotion has been used more and more frequently we should find a way to consolidate customers'branding attitude during the sales promotion.We choose the Students'purchase of shampoo in the sales promotion as a research object. Combination of philosophy, sociology, psychology, linguistics and other relevant emotional attitude of the theory, viewpoints and methods to study the sales promotion for the brand after the purchase of the emotional impact of the use of empirical research methods.This paper first to explain related concepts of sales promotion, to classify various tools of sales promotion, and cited the current academic sales promotions and brand equity to promote the various points of view. Then, the paper discussed on brand attitude and brand emotions and the related concept.Then, the paper builds the model of the influence of sales promotion on brand emotion. Students in Wuhan in sales promotion activities in the purchase of shampoo acts as a research object, in a more scientific survey on the way to promote the sale of the brand after a purchase of emotional impact.This paper presents the final proposal is the marketing, sales promotion of the theme should be clear, consistent with the brand concept in the terminal, should be used to promote sales as the center use 4 P marketing mix, strengthening consumer surveys to monitor the sales promotion of the impact of brand equity.