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http://dx.doi.org/10.13106/jafeb.2022.vol9.no5.0507

Effects of Cash and Non-Cash Communications on Brand Awareness: An Empirical Evidence from Saudi Arabia  

AL-NSOUR, Iyad A. (Department of Advertising & Marketing Communication, Faculty of Media and Communication, Imam Mohammad Ibn Saud Islamic University)
AL-SAHLI, Saud A. (Department of Advertising & Marketing Communication, Faculty of Media and Communication, Imam Mohammad Ibn Saud Islamic University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.5, 2022 , pp. 507-518 More about this Journal
Abstract
This study aimed to measure the monetary and non-monetary effects on brand awareness at hypermarkets in Riyadh. The independent variable consists of three sub-variables: price reductions, free samples, and purchasing vouchers. The research population has all Saudi and non-Saudi buyers in Riyadh. The figures show that the population size reached 3.87 million in 2019. The proportional stratification sampling technique and the recommended sample size were 387 buyers. The five-point Likert scale with the fully structured questionnaire was used. The study concldes the effect of free samples on brand awareness while there was no effect of monetary instruments. The results show that the three sales promotion incentives (price reduction, free samples, and purchasing vouchers) moderately affected brand awareness and a key role in explaining consumer behavior, so the significant impact was proved. In summary, this study showed that price reductions have the power of creating the perception of buyers at hypermarkets in Riyadh. Non-cash instruments were more effective than cash instruments in enhancing brand awareness at the hypermarkets in the Saudi market. So, the price reductions and purchasing vouchers have less power in conducting communication-based awareness. Building awareness and improving brand image through free samples were most visible in communication strategy.
Keywords
Marketing Communication; Cash Promotion; Non-Cash Promotion; Brand Awareness;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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