Impact of online sales promotion type on internet user recall

The highly competitive nature of the current economic climate is giving rise to the need to create links with the consumer that guarantee mutual lasting satisfaction and directly influence the consumer´s purchasing behaviour. In these circumstances, tools are required that are also capable of creating, increasing and maintaining brand equity on the Internet, where increased advertising is forcing companies to use other types of communication tools in order to stand out from the competition and differentiate their offers. Purpose: The present research aims to investigate whether the type of promotion can influence brand equity through its influence on brand awareness. Design, methodology and approach: We carried out an experiment based on the observation of Internet user behaviour, completed by a computer-assisted web interview. Findings: Data analysis following the experiment revealed that the type of sales promotion employed does influence brand awareness. Non-monetary sales promotions generate higher levels of brand recall than monetary promotions, whilst the latter generate a higher level of product recall. Originality and value: The implications of this article will help managers to offer the most appropriate online incentives, in line with their business objectives.