EXPLORING SALES PROMOTION TECHNIQUES AND THEIR EFFECT ON ELECTRONIC BRAND RECOGNITION IN RIVERS STATE

Abstract

Brand recognition plays a pivotal role in the success of electronic stores, particularly in today’s competitive and dynamic retail market. As the electronic retail industry continues to evolve with rapid technological advancements and shifting consumer preferences, establishing strong brand recognition is critical for distinguishing a store amidst intense market competition. Sales promotion techniques have gained significant managerial attention for their ability to enhance brand visibility, engage customers, and drive profitability. These strategies, when well-executed, can help electronic stores build brand loyalty, attract new customers, and ultimately increase sales. However, the effectiveness of sales promotions depends on several factors, such as selecting the right promotional strategies, understanding customer preferences, and determining appropriate discount levels. Failure to align promotional efforts with consumer expectations may result in negative brand perception or reduced customer engagement. This paper examines the role of sales promotions in shaping brand recognition within electronic stores and highlights the challenges and strategies involved in leveraging promotions to achieve a competitive edge. The study further emphasizes the need for a careful balance between promotional activities and brand identity, as an overemphasis on discounts or poorly executed campaigns may undermine the long-term value of brand recognition. The findings suggest that electronic stores must strategically design their promotional campaigns to enhance brand recognition while maintaining a consistent and positive brand image.