examining the effect of advertising and sales promotions on brand equity creation (case study: samsung home appliances brand)

the aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. regarding the research purpose, this study is applied, and in terms of data collection this study is descriptive-causal based on structural equation modeling. the research tool for data collection was a valid questionnaire and the research population included consumers of samsung brand of home appliances. using process method of sampling, 393 samples have been included in the survey. after collecting data from consumers of samsung appliances in tehran, partial least squares analyses as well as statistical software smartpls have been used. the findings demonstrated that advertising has the greatest indirect effect on brand equity and awareness, in addition, brand associations have no effect on the brand loyalty. hence, it is recommended that marketing managers consider advertising and sales promotion programs in their marketing plans. also, brand managers noticed three dimensions of brand equity to create brand equity and consequently to gain competitive advantage.