Determining the relationship between sales promotions activities and brand equity components: A case study on the Turkey domestic airline industry

Brand management is the field getting more important day by day due to the nowadays competitive stiuations. To have strong equity in target group's inner mind brands have to both acquire competitive advantage and show their differentiations. Brand equity should be held to explain the brand equity field which occur with the brands positioning in consumer inner mind. Brand equity field researched within the frame of perceived quality, brand assosiations, brand awareness, brand loyalty and brand discrimination in this research. This research is focus on how are the effects of sales promotions to brand equity elements. The effects of sales promotions to brand equity is not clear in the marketing literature. Particularly the researches about non-monetory promotion activities's effects on brand equity are insufficient. The aim of this research is that, to put forth the monotary and non monetary sales promotions effects on brand equity. Turkey Domestic Airline Industry is chosen for the research field. 519 questionnaires are applied at Adana Airport an the data are analysed and investigated. According to the results variety of monetory and non-monetary sales promotions has the effect on brand equity items however the results show that there is no effect on perceived quality on the free/discounted transportation opportunities. At the end of the study suggestions for future studies have been given and some advices for firms have been propounded. Key Words: Brand equity, monetary sales promotions, non-monetary sales promotions, Turkey domestic airline industry