The Role of Promotion Strategy In Building The Mental Image of The Organization (An Analytical Study of The Opinions of A Sample of Dairy Product Consumers In The Holy City of Karbala)
Abstract
In an increasingly competitive global marketplace, promotional strategies have become essential tools for organizations to influence consumer perceptions and sustain market presence. Promotion is not merely about advertising it shapes how consumers mentally image a brand or organization. Dairy product organizations, particularly in regions like Karbala, Iraq, must use tailored promotion strategies to compete effectively and build a positive organizational image. However, the interaction between promotional tools (e.g., price discounts, free samples, in-store displays) and the consumer's mental image has been understudied in localized contexts. Few empirical studies explore the direct statistical relationship between promotion strategies and the mental image of an organization, especially among food product consumers in developing markets. This study aims to examine the correlation and causal impact between promotional strategies and the mental image of dairy-producing organizations, using a sample of 21 consumers in Karbala. The dimensions of both constructs were operationalized and analyzed through SPSS-based statistical tests. The findings confirm a statistically significant and strong positive correlation (r = 0.897, p < 0.05) between promotion strategy and the mental image of the organization. The regression analysis revealed that promotion strategy explains 80.5% of the variance in the organizational image, highlighting the dominance of in-store display and free sample strategies. The research uniquely integrates promotional mix dimensions with multi-faceted mental image constructs (cognitive, emotional, behavioral, social), offering a model for local market assessment. The study provides actionable recommendations for enhancing promotional strategy, emphasizing informed and ethical communication practices that strengthen organizational perception among consumers.
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