Abstract:
The main purpose of this study was to assess the effect of sales promotion on brand image on the case of Wogagen bank. It assesses Wogagen bank of sales promotion mix elements usage and their effect on its brand image. The individual perception about both monetary and nonmonetary sales promotion tools effects and the overall success of the sales promotional campaign were observed from the perspective of building up positive brand image. All the issues mentioned above were assessed by conducting Survey Questionnaires to 385Wogagen bank Customer who were selected based on convince. The data analysis was conducted through statistical techniques such as descriptive statistics, correlations and multiple linear regressions by using SPSS version 26. And the data were analyzed by using explanatory method. The Survey showed that Wogagen bank brand image is positively built by its sales promotion. Brand image is positively placed by the Sales promotion campaign and which result rebate, coupon, free gift and loyalty program have a positive effect on sales promotion. The finding indicated that the effect of sales promotion on brand image was practical and highly affected by the tools were used to promote the brand image. From the sales promotion tools loyalty program was observed as the highest effect on brand image of Wogagen Bank. The results indicated that all had a positive correlation with brand image. It is known that currently Wogagen bank is using loyalty program as one tool to attract customers by giving them additional incentives to use its services. Therefore, the bank should focus on better application of the loyalty program method of sales promotion since it was found to prominently affect brand image. All sales promotion tools in Wogagen bank had positive image that was enhanced by its sales promotion.
