In the modern marketing, promotion is the most familiar strategy used by the various business organizations to fascinate the customer. Promotional mix is a critical approach to enhance the sales that are why companies try to do some more attractive, influencing promotion through various media. The prime motive of the article is reviewing the promotions mix elements significance (advertising, personal selling, public relations and direct marketing, sale promotion) to brand equity dimensions. The result endorses that promotional mix component helps to enhance the brand equity. No doubt, promotion mix elements have a dynamic and significant impact on brand equity, but studies also recommended that monetary promotion might harm brand image which can be a negative effect on brand equity creation. This article discusses the significance of promotion mix element to brand equity.
This research paper examines the interpersonal relationship between gender, self-efficacy, and entrepreneurial career choice. The present study has been conducted in Uttarakhand, a province of India. An item pool was developed on the basis of focus group interviews and literature survey. A scale was developed on the basis of item pool after an item analysis for checking its consistency and reliability and was included in the questionnaire. The questionnaire was administered on 880 graduation final year students studying in different colleges. An interpersonal relationship between gender, self-efficacy, and entrepreneurial career choice was examined using Pearsons chi-square test and Students t-test. Results show significant relationship between gender and self-efficacy, self-efficacy and entrepreneurial career choice, and gender and entrepreneurial career choice. Male respondents were found to have higher level of self-efficacy than female respondents. This paper also explores that male respondents are more likely to opt for an entrepreneurial career than females.
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