This study investigates the impact of advertising and promotional strategies on the creation and enhancement of brand equity for Nestlé within the Indian FMCG sector. Employing a quantitative approach, primary data were collected through structured questionnaires from 169 consumers, complemented by secondary data from industry sources. Statistical analyses, including correlation and regression, revealed that advertising significantly influences brand awareness, perceived quality, and consumer loyalty, while promotional activities notably encourage product trials and short-term engagement. Findings indicate that social media advertising is the most effective platform, and that well-designed campaigns emphasizing brand values foster stronger consumer connections. The research underscores the importance of balancing advertising and promotions to sustain long-term brand equity. These insights provide practical guidance for marketers aiming to optimize brand-building efforts in dynamic, culturally diverse markets, thereby strengthening competitive advantage and consumer trust.
Gobbilla et al. (Wed,) studied this question.