Assessing the Effectiveness of Brand Promotion Among College Universities

Abstract

Brand promotion plays a vital role in the business field for the brand to be known. In today’s generation, brands see students as their long-term customers. The study entitled “Assessing the Effectiveness of Brand Promotion Among College Universities” was conducted to determine the effectiveness of brand promotion among college universities. It also aimed to understand the impact of brand promotion in terms of student engagement, product sales, and customer loyalty. The researchers utilized a descriptive research design that was conducted among twenty-four (24) students in Pamantasan ng Lungsod ng Marikina (PLMAR), and another forty-five (45) students in Marikina Polytechnic College, while the other thirty-one (31) students are in FEU Roosevelt Marikina. By focusing on students in Marikina-based universities, this research will help to understand how specific locations respond to brand promotions. As this research is relatively new and there is limited primary data, it is better to start with a smaller and specific area like Marikina City to gather useful information. The data needed was obtained from the respondents through the Google Form survey, which was used to gather data on the effectiveness of brand promotions. The survey was distributed via email and social media to reach the selected students. Thereafter, the completed questionnaire was collected. The survey included self-made questionnaires using a 5-point Likert scale to assess the effectiveness of brand promotions among college universities. In accordance with the findings of the study, it shows that brand promotion highly affects college students. Therefore, the researchers suggested conducting further studies with a broader respondent, not just universities in Marikina City, and also to know other types of promotions to understand which work best for students nowadays.