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American Journal of  Economics and 
Business Innovation (AJEBI)

Assessing the Effectiveness of  Brand Promotion Among College Universities 
Tan, Edelfin1*, Cruz, Alessia Kirsten C.1, Jacob, Claire Ann P.1, Sapul, Shania Jade C.1, Velasco, Charlotte C.1

Volume 4 Issue 2, Year 2025
ISSN: 2831-5588 (Online), 2832-4862 (Print)

DOI: https://doi.org/10.54536/ajebi.v4i2.5461
https://journals.e-palli.com/home/index.php/ajebi

Article Information ABSTRACT

Received: May 27, 2025

Accepted: June 30, 2025

Published: August 07, 2025

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.

Keywords
Brand Engagement, Brand Impact,
Brand Promotion, Customer 
Loyalty, Sales, Universities

1 FEU Roosevelt Marikina, Marikina, Philippines
* Corresponding author’s e-mail: etan@feuroosevelt.edu.ph

INTRODUCTION
This study aims to assess the effectiveness of  brand 
promotion among college universities, such as brand 
engagement, sales, and customer loyalty. Promoting 
a business’s product greatly helps in marketing since it 
captures the attention of  the targeted customers and 
creates relationships with consumers. College students 
are the main focus during events or partnerships that help 
promote the brands through campaigns and establish 
brand familiarity among students. These promotions are 
valued and relevant, as today’s college students represent 
an emerging and highly influential consumer segment.
This study aims to fill that gap by focusing on three 
Marikina-based institutions, including FEU Roosevelt, 
Marikina Polytechnic College, and Pamantasan ng 
Lungsod ng Marikina. As an efficient center for education, 
Marikina maintains a diverse population of  students who 
are gradually becoming more familiar with local and 
national advertising strategies. Studying perception and 
responses around this area will greatly help businesses 
that intend to work with Gen Z consumers.
Furthermore, these findings will benefit marketers as 
well as business owners and academic researchers by 
providing them with evidence regarding the impact of  
brand promotions on student behavior in a specific 
region. Based on this information, this research has 
sought to enrich the strategies developed by marketers, 
enabling them to better respond to students demands 

while improving the development of  literature focused on 
consumer behavior related to location-based marketing.

Statement of  The Problem
What are the impacts of  Brand promotion to college 
students?
What is the effectiveness of  brand promotion in different 
universities? In terms of:
1. Brand Engagement
2. Sales
3. Customer Loyalty

What influence does brand promotion have on college 
students’ purchasing decisions?
 
LITERATURE REVIEW
What are the impacts of  Brand promotion to college 
students?
Brand promotion is the key to business success. There 
is a positive effect of  image and promotion on purchase 
decisions of  consumers. In the study of  Rudi Yacub 
(2022), it shows that brand image is important to have 
a good brand promotion. It assists consumers in making 
decisions regarding their purchases. The findings show 
that brand promotion has a significant effect on purchase 
decisions of  customers. Additionally, a good brand image 
with effective promotion will affect customers in their 
decision making regarding purchases.
Companies whose target market is college students can 



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benefit and be ahead to competitors.
There is a positive impact of  brand promotion to 
college students. “Companies or brands that advertise 
to students are a step ahead of  the rest.” Based on the 
blog posted by Marketing (2024), college students tend 
to purchase more as they are turning twenty. In this case, 
college students take their first steps into adulthood as 
they begin going through large changes in their life. Also, 
they begin developing habits that impact their spending 
patterns for the future. Because of  this, brands recognize 
this purchasing behavior of  individuals and through 
advertising strategies they can market college students 
that align with their lifestyle changes. Brands can see that 
college students are a good target market because of  
their increasing financial independence as they step into 
adulthood that impact their purchasing decisions and 
brand preferences.
Additionally, there is a positive impact of  brand 
experience on students’ satisfaction. Mortada claims 
that brand experience was discovered to be “positively” 
connected to student satisfaction. (Kubina et al., 2021; 
Sturrock, 2022). The student satisfaction towards a brand 
is influenced by several factors, like including the quality 
of  reliability of  the brand’s products or services provided 
by the company and consumer insights play a crucial role 
for their customers. Meeting expectations will catch the 
attention because students build better communication 
skills, and a strong brand earns trust. Customers are now 
more involved, not just buying but helping shape the 
brand. Enhancing brand experiences and promoting it 
can improve student satisfaction. The study of  Atidira et 
al. (2019) shows that there is an influence of  brand image 
and promotion in purchasing decisions of  their target 
market. Brand image awareness is the key for influencing 
their interest in a company’s product. It obtains and 
retains customers for the brand causing them to purchase 
more likely than a startup phase in their previous 
buyers. Including these names of  brands that are easy to 
remember helps to make them famous. Also brand image 
and promotion have many perspectives why brand image 
is an important component in building long-term loyalty 
business.
Also, according to (The American Journal of  Economics 
and Business Innovation (AJEBI) of  (2025), there’s a 
significant difference of  impulsive buying behavior when 
grouped according to the preferred type of  online sales 
promotion among Z Generation consumers. Purchase 
decisions are significantly influenced by positive social 
media interactions, and there is clear brand engagement 
on social media.
Ho1 2.1: There are impacts of  brand promotion to 

college students.

On how effective is brand promotion in different 
universities in terms of: Brand Engagement, Sales 
and Customer Loyalty
Brand promotion is effective in different universities. 
However their success in different terms such as Brand 

Engagement, Sales and Customer Loyalty will depend on 
how effective their brand promotion is.
Brand promotion is important for increasing brand 
and customer engagement. When brands use effective 
promotion strategies, they can catch the attention 
of  students. This will make students aware that the 
products or services of  the company are existing. 
Engaging advertisements can help students feel a 
stronger connection to the brand. Study of  Farhat et al. 
(2020) shows that students are more likely to buy when 
it matches their interests. It helps make a company’s 
products and services the top choice for customers. It 
is also a brand strategy that drives consumer decisions 
towards purchasing a product under a brand. The findings 
showed that brand interactivity plays a key role in brand 
engagement. The study suggests using brand experience 
and interactivity to boost engagement.
Brand promotion is key to a company’s profit and 
increase in sales. In study of  Bondarenko (2023) it shows 
that promotional marketing is an important strategy 
for increasing sales and improving customer loyalty. 
Modern businesses are highly competitive and saturated 
markets. It can be aimed to attract new buyers depending 
not only on the quality of  their products, but also on 
the effectiveness of  them. Promotional marketing also 
helps the production to create higher quality marketing 
strategies like the other parts of  their business in the 
overall success of  a supply chain and helps to keep their 
customers building brand awareness and recognition. 
The goal of  it is for them to purchase the product in 
an effective way by understanding their target audience. 
Effective promotional strategies can catch the students’ 
attention that will make them aware of  the brand and 
its products. As students engage with the brand through 
ads or social media, they are more likely to consider 
purchasing the products. The more a brand promotes 
itself, the more likely students are to trust and choose it 
over competitors. Additionally, consistent and appealing 
brand promotion leads to higher sales by encouraging 
students to make purchases and repurchases.
In business, brand promotion is important for building 
customer loyalty. According to the article of  Hutley 
(2024, August 13), university students represent the Gen 
Z generation that has a strong impact on the trends. 
Their choices can influence the market and impact 
future consumer habits of  other college students. Also 
this article contains information to improve marketing 
to university students. Brands are creating content that 
connects to their interest because students are more 
likely to stay loyal to brands that connect with them 
personally. By consistently engaging students through 
brand advertisements and promotions, brands can 
create a strong connection with their target market. This 
connection encourages students to feel more trust and 
loyalty toward the brand. It leads to long term customer 
loyalty and customer and seller relationships.
Ho2 2.2: Brand promotion is important in terms of  

Brand Engagement, Sales and Customer Loyalty.



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On how does brand promotion influence the decision 
of  College Students in purchasing their products
Brand promotion plays a crucial role in shaping consumer 
behavior, especially among college students. “Advertising 
has always been deemed essential and a significant 
contributor to the business.” In this study of  Guioguio 
et al. (2023) it showed that students tend to buy more 
if  the brands implement advertisements. Brands should 
think more on their marketing strategies to promote 
their product and services. According on their survey, the 
buying behavior of  students is influenced based on the 
advertisements they encounter. It also supports the study 
conducted by Chaudhry et al. (2017) that reveals that 
print advertising plays a significant role in creating brand 
image awareness. In conclusion, this study shows that ads 
have a positive impact on consumer behavior, specifically 
students and how they view products or brands.
Additionally, influencer marketing affects college campus 
purchasing decisions. “College students are highly 
influential in shaping purchasing behavior” The research 
of  Torossian (2025, February 2) shows that college 
students are the brand’s target market because they affect 
the purchase decision of  other people for the brand to be 
known. In this study, brands allow influencers to market 
their brand on campuses. Also it shows in this study that 
the influencer marketing on college campuses has great 
opportunities. Therefore it also has several challenges that 
brands must consider such as college students expecting 
honesty from influencers and if  influencers are dishonest 
it can damage the credibility of  both the influencer and 
the brand that will lead to students to never purchase 
again from that brand.
Brand promotion affects customer retention and market 
success. The study of  Goyal et al. (2022), investigates the 
impact of  several components on brand promotions and 
market performance. This study shows challenges have 
arisen in the brand causing their brand promotion to be 
damaged resulting in a decrease in customers. Through 
the advertisement which is one of  the techniques for 
influencing consumers to purchase will increase market 
performance. In conclusion, good brand promotion will 
increase market performance. Brand promotion affects 
the college students’ purchasing decisions. When the 
promotions catch the students attention it is considered 
as effective promotion strategies.
They are more likely to trust and choose that brand. This 
trust leads them to make purchases and repurchased 
products or services.
Ho3 2.3: Brand promotion influences the decision of  

College Students in purchasing their products.

MATERIALS AND METHODS
Research Locale
This study was conducted at Pamantasan ng Lungsod 
ng Marikina (PLMAR), Marikina Polytechnic of  College 
(MPC), and FEU Roosevelt Marikina. The researchers 
of  this study will choose 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, to answer a questionnaire with general 
instructions. The respondents should assure that their 
responses are true and intended only for the study. 
After the completion of  the questionnaire, each item 
will be analyzed separately, and the data gathered will be 
interpreted.

Conceptual Framework

Figure 1: Conceptual Framework

Figure 1 shows the conceptual framework that will assess 
the effectiveness of  brand promotion among college 
universities. Its input consists of  100 participants from 
college students of  Marikina City, where the level of  
the effectiveness of  brand promotion to the students 
will be determined by a survey question. The process 
involves conducting a statistical treatment and analysing 
the data collected. Lastly, the output will be the goal of  
the research which will be identifying the effectiveness of  
brand promotion in terms of  brand engagement, sales, 
customer loyalty and the influence of  brand promotion 
in the purchasing decision of  college students.
 
Sampling Method
This study utilized a simple random sampling, which is 
a type of  probability sampling technique. According to 
Noor et al. (2022), simple random is used in quantitative 
studies with survey instruments. Wherein individuals have 
an equal opportunity to participate in the study, that will 
provide the data needed to fulfill the research’s objectives. 
Moreover, this sampling technique will allow the 
researchers to use the most out of  the limited resources 
available. The participants chosen to fulfill the data 
needed for this study are students in some universities in 
Marikina City, who are selected based on their relevance 
to the research study and discretion of  the researchers. 
Through this sampling method, the researchers were able 
to gather the data needed to accomplish the research 
objectives.



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Proposed Data Gathering Procedure
The researchers of  this study selected 100 respondents: 
twenty-four (24) students from Pamantasan ng Lungsod 
ng Marikina (PLMAR), forty-five (45) students from 
Marikina Polytechnic College, and thirty-one (31) 
students from FEU Roosevelt Marikina. A Google Form 
survey was used to gather data on the effectiveness 
of  brand promotions. The survey included self-made 
questionnaires using a 5-point Likert scale to assess 
effectiveness of  brand promotions among college 
universities. The survey was distributed via email and 
social media to reach the selected students. Thereafter, 
the completed questionnaire was collected. Furthermore, 
the researchers organize the collected data and prepare it 
for statistical treatment. Following that, the researchers 
analyze the results and formulate the interpretation based 
on the results of  the survey.

Proposed Instrument
A Likert scale will be the research instruments used by the 
researchers. The researchers create a checklist as a tool 
to have a list of  students’ attitudes towards promotional 
strategies, and the effectiveness of  brand promotion can 
be assessed across college universities, which they would 

verify to determine whether the survey is successful or 
unsuccessful. By using Google Forms the respondents 
will express their level of  agreement with each statement 
using a 5-point Likert scale (1-Strongly Disagree, 5 - 
Strongly Agree). With the use of  this tool, the brand 
engagement, sales, and customer loyalty will be evaluated.

Proposed Statistical Treatment of  Data
Responses obtained from the questionnaires that were 
distributed to students in universities in Marikina City 
were treated statistically for analysis and interpretation 
of  the study. The following formulas were applied for 
specific question numbers.
The gathered responses will be statistically treated for 
data interpretation. The weighted mean is used to treat 
the various data gathered from respondents by the 
researchers. The weighted mean is calculated using the 
following formula:
WM =∑𝑤𝑓 / ∑𝑓
Where:
WM - Weighted Mean
Σwf- Summation of  the weighted frequency
f  - Frequency

Table 1: Five-point Likert Scale
Item Score Meaning Verbal Description
4.21 -5.00 5 The respondents strongly agree that brand promotions is 

effective among college universities
Strongly Agree

3.41 -4.20 4 The respondents agree that brand promotions is effective 
among college universities

Agree

2.61 -3.40 3 The respondents are neutral about whether brand 
promotions is effective among college universities

Neutral

1.81 -2.60 2 The respondents disagree that brand promotions is 
effective among college universities

Disagree

1.00 -1.80 1 The respondents strongly disagree that brand promotions 
is effective among college universities

Strongly Disagree

Table 2:
Schools Frequency 

(n)
Percentage 
(%)

Far Eastern University 
Roosevelt Marikina 
(FEURM)

31 31%

Table 1 shows a five-point likert scale was used in the 
study with respective meaning and verbal description to 
determine the effectiveness of  Brand Promotion Among 
College Universities.

Scope and Limitations
The scope of  this study is to assess the effectiveness of  
brand promotion among college universities in Marikina 
City. The respondents will be composed of  one hundred 
college students to be chosen through random sampling. 
This study is conducted in the second semester of  the 
school year 2024 - 2025. The brands will go to the chosen 
universities and will promote their products or services 
by doing demonstrations and advertisements. The limit 
of  the study is when the college students will not be 
participating in answering our survey questions. The 
results of  this study will be applicable only to business 
owners who want to promote their brand to college 
universities. In addition the participants may not be aware 

of  the importance of  the study in the luck of  awareness 
in this study.

RESULTS AND DISCUSSIONS 
For quantitative research, the results may be presented 
with tables and figures. Each table and figures should 
be labelled and numbered consecutively. For qualitative 
research, the results may be presented through a 
narrative or the themes may be presented in tables. For 
mixed methods, research combine the quantitative and 
qualitative styles of  presentation



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Marikina Polytechnic 
College (MPC)

45 45%

Pamantasan ng Lungsod 
ng Marikina (PLMar)

24 24%

Total 100 100%

This table shows the great participation from students 
across Marikina City’s key campuses. Leading the way 
were students from Marikina Polytechnic College (MPC), 

making up nearly half  of  all respondents at 45% (45 
students). That’s a really strong showing from MPC. Not 
far behind, Far Eastern University Roosevelt Marikina 
(FEURM) students also stepped up significantly, 
contributing 31% (31 students) to the mix. Rounding out 
the group, we had valuable input from Pamantasan ng 
Lungsod ng Marikina (PLMar), with 24% (24 students) 
sharing their perspectives. It’s fantastic to see such solid 
representation from all three major institutions together, 
they give us a well-rounded picture of  the student 
experience in Marikina.

Table 3: Evaluation Of  Impacts Of  Brand Promotion To College Students
Evaluation Of  Impacts Of  Brand Promotion To College Students Mean S t a n d a r d 

Deviation
Interpretation

I trust brands that engage with my university. 4.09 0.71 Agree
I believe brand promotions are an effective way for companies to engage 
with university students.

4.29 0.67 Strongly Agree

I feel that brands that promote themselves at my university understand 
my needs as a student

4.16 0.76 Agree

University-based brand promotions are a good way for me to discover 
new products and services.

4.11 0.78 Agree

I think that brand promotions at my university increase my awareness of  
certain brands.

4.29 0.64 Strongly Agree

Brands that promote themselves at universities are more likely to gain 
my trust.

4.07 0.79 Agree

Overall Mean 4.17 0.73 Agree (High)

Table 4: Evaluation Of  The Effectiveness Of  Brand Promotion In Different Universities In Terms Of: Brand 
Engagement, Sales And Customer Loyalty
Evaluation Of  The Effectiveness Of  Brand Promotion In Different 
Universities In Terms Of: Brand Engagement, Sales And Customer 
Loyalty

Mean S t a n d a r d 
Deviation

Interpretation

I believe brand promotions at universities are an effective way to reach 
students.

4.27 0.75 Strongly Agree

I believe that brands can build stronger relationships with students 
through promotions held at universities.

4.19 0.79 Agree

I am more likely to notice and remember a brand that is promoted at my 
university.

4.10 0.82 Agree

I think university brand promotions help brands understand the 
preferences and needs of  the student market.

4.22 0.80 Strongly Agree

I believe brand promotions at universities are more fun and engaging for 
students than other types of  advertising

4.21 0.80 Strongly Agree

Overall Mean 4.20 0.79 Agree (High)

Table 5: Brand Engagement
Brand Engagement Mean Standard Deviation Interpretation
I am willing to attend brand promotions at my universities. 3.93 0.93 Agree
Brand promotion affects how I view the products of  the 
brand.

4.06 0.89 Agree

Table 3 shows the evaluation of  the impacts of  brand 
promotions on college students. Overall the respondents 

highly agree that brand promotions are effective to 
universities with the overall mean of  4.17.

Table 4 shows the evaluation of  the effectiveness of  
brand promotion in terms of  Brand Engagement, Sales, 

Customer Loyalty. The respondents highly agree with the 
mean of  4.20. 



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Brand promotions make me more likely to recommend 
those brands to other people.

4.01 0.88 Agree

I find brand promotions at my university to be exciting and 
engaging.

3.92 0.88 Agree

When a brand promotes itself  at my university, I am more 
likely to engage with it on social media.

3.95 0.93 Agree

I feel more connected to brands that engage with my 
university community through promotions.

4.08 0.79 Agree

Overall Mean 3.99 0.88 Agree (High)

Table 5 shows the brand engagement through college 
students. The overall mean is 3.99, indicating a high level 

of  agreement among students.

Table 6: Sales
Sales Mean Standard Deviation Interpretation
Brand promotions at universities help increase the sales of  
the products they promote.

4.16 0.76 Agree

Brand promotions at my university are an effective way for 
businesses to increase their sales among students.

4.16 0.75 Agree

Brand promotions at university lead me to make purchases 
that I might not have made otherwise.

3.95 0.85 Agree

I am more likely to buy a product during a university 
promotion, especially if  there are discounts involved.

4.24 0.85 Strongly Agree

I believe that sales during university promotions reflect the 
effectiveness of  the promotion strategy.

4.12 0.79 Agree

Overall Mean 4.13 0.81 Agree(High)

Table 7: Customer Loyalty
Customer Loyalty Mean Standard Deviation Interpretation
I agree that brand promotion in universities increases 
customer loyalty.

4.06 0.82 Agree

I’m more likely to remain a customer of  a brand that 
promotes itself  at my university.

3.91 0.93 Agree

I believe university brand promotions are a good way for 
brands to build long-term customer loyalty.

4.03 0.74 Agree

Brands that promote themselves at universities gain more 
loyal customers among students.

4.04 0.82 Agree

I am more likely to recommend brands that I encounter 
through university promotions to my friends.

4.01 0.81 Agree

Overall Mean 4.01 0.83 Agree(High)

Table 8: Evaluation Of  How Brand Promotion Influences The Decision Of  College Students In Purchasing Their 
Products
Evaluation Of  How Brand Promotion Influences The 
Decision Of  College Students In Purchasing Their 
Products

Mean Standard Deviation Interpretation

Brand promotion at my university influences my purchasing 
decision.

3.96 0.86 Agree

Table 6 shows the impact of  brand promotion in terms 
of  sales within college students. The overall mean score is 

4.13 indicating a high level of  agreement among students.

Table 7 shows the effectiveness of  brand promotion in 
terms of  customer loyalty within college students. The 

overall mean of  4.01, indicating a high level of  agreement 
among students



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Discounts and special offers from brand promotions at my 
university encourage me to make purchases.

4.17 0.78 Agree

Brand promotions at my university influence how I perceive 
the quality of  a brand’s products.

4.03 0.86 Agree

University brand promotions make me more likely to 
choose a brand over a competitor.

3.91 0.88 Agree

Brand promotions at my university make me more likely to 
try new products or services.

4.15 0.78 Agree

Overall Mean 4.04 0.83 Agree(High)

Table 5 shows the evaluation of  how brand promotion 
influences college students in their purchasing decisions. 
The overall mean is 4.04, indicating a high level of  
agreement among students.

Discussion
This study aimed to prove the impact of  brand promotion 
among college universities only in the Marikina area. The 
findings presented in table 2 shows the distribution of  
respondents based on their school within the City of  
Marikina with the percentage of  31% from the university 
of  Far Eastern University Roosevelt Marikina (FEURM), 
followed by 45% Marikina Polytechnic College (MPC), 
while the rest of  24% of  the respondents were from 
Pamantasan ng Lungsod ng Marikina (PLMar).

Evaluation of  Impacts of  Brand Promotion to 
College Students
As shown in table 3, the majority of  the respondents 
have agreed on whether the Brand Promotion will impact 
College Students with the overall mean of  4.17.
The majority of  the respondents that have answered 
the statement ‘‘I trust brands that engage with my 
university’’ with the weighted mean of  (4.09) with the 
standard deviation of  (0.71) in interpretation of  they 
agree that they trust the brand that they engaged with 
their university, the second column that respondents 
answered “I believe brand promotions are an effective 
way for companies to engage with university students” 
with the mean of  (4.29) with standard deviation of  (0.67) 
that interpret with Strongly Agree that they believe that 
the brand promotion are an effective way for companies 
to engage with them. Thirdly, with the statement of  “I 
feel that brands that promote themselves at my university 
understand my needs as a student” in the mean of  (4.16) 
with the standard deviation of  (0.76), answered that they 
agree that brands promoting themselves at their university 
will understand their needs as a student. The statement 
“University-based brand promotions are a good way for 
me to discover new products and services.” have the 
mean of  (4.11) with its standard deviation of  (0.78), that 
they agree that university-based brand promotions are a 
good way for me to discover new products and services. 
Statement 5 got the mean of  (4.29) with the standard 
deviation of  0.64 that interprets with they’re Strongly 
agreed that brand promotions at my university increase 
my awareness of  certain brands. Statement 6 with the 

mean of  (4.07) and standard deviation is (0.79) agreed 
that Brands that promote themselves at universities are 
more likely to gain the respondents trust.
Table 3 shows that there’s an impact between brand 
promotion and the college students. It’s shown in the 
statement number one (1), that the brand promotion 
at the university will increase their awareness of  certain 
brands.

Evaluation of  the Effectiveness of  Brand Promotion 
in Different Universities in Terms of: Brand 
Engagement, Sales and Customer Loyalty
Table 4 represents the evaluation of  the effectiveness of  
brand promotion in terms of  Brand Engagement, Sales, 
Customer Loyalty. The respondents highly agree with the 
mean of  4.20.
With an overall mean of  4.20, it is proven in the 
statement brands can build stronger relationships with 
students through promotions held at the university. In 
addition, brands can create closer and more meaningful 
connections with students by organizing promotional 
events or activities directly on university campuses. 
These in-person promotions help students interact with 
the brand, making it more memorable and relatable, 
which can lead to increased trust, loyalty, and long-term 
engagement with the brand.

Table 5 Brand Engagement
Table 5 shows the brand engagement through college 
students. The overall mean is 3.99, indicating a high level 
of  agreement among students.
With an overall mean of  3.99, the respondents really 
showed that they are willing to buy based on the brand 
engagement of  the promotions at their university. Based 
on hypothesis two (2), Engaging advertisements can help 
students feel a stronger connection to the brand. Students 
who watch captivating ads may develop a closer bond with 
the brand advertisements that are engaging or emotionally 
appealing, they may begin to feel more positively about 
the brand being advertised. This emotional appeal can 
make them feel more connected or loyal to the brand, 
increasing the chances that they will remember it, talk 
about it, or choose it when making a purchase.

Table 6 Sales
Table 6 shows the impact of  brand promotion in terms 
of  sales within college students. The overall mean score is 



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4.3 indicating a high level of  agreement among students.
With an overall mean of  4.13, students engage with the 
brand through ads or social media, they are more likely 
to consider purchasing the products through universities. 
The more a brand promotes itself, the more likely students 
are to trust and choose it over competitors—More brand 
promotion (such as sponsorships, advertising, or social 
media presence) tends to boost students’ familiarity and 
credibility, which increases their likelihood of  trusting the 
brand and choosing it over competing products. Also, to 
boost its sales over the next business days competitors 
will still be considered a good way for brands to build 
long-term loyalty business with the related actions.

Table 7 Customer Loyalty
Table 7 shows the effectiveness of  brand promotion in 
terms of  customer loyalty within college students. The 
overall mean of  4.01, indicating a high level of  agreement 
among students.
With an overall mean of  4.01, students believe that brand 
promotions are a good way for brands to build long-term 
customer loyalty and brand promotion is important for 
building customer loyalty. According to the article of  
Hutley (2024, August 13), university students represent 
the Gen Z generation that has a strong impact on the 
trends. Cause they are the one too who’s reshaping the 
industry in such as individualism and self-expression: 
From microtrends to niche aesthetics (e.g., cottagecore, 
Y2K), they drive constant trend evolution.

Table 8 Evaluation of  How Brand Promotion 
Influences the Decision of  College Students in 
Purchasing Their Products
Table 8 shows the evaluation of  how brand promotion 
influences college students in their purchasing decisions. 
The overall mean is 4.04, indicating a high level of  
agreement among students.
With an overall mean of  4.04, College students are highly 
influential in shaping purchasing behavior” The research 
of  Torossian (2025, February 2) shows that college 
students are the brand’s target market because they affect 
the purchase decision of  other people for the brand to be 
known. Because adopters test the college students that are 
often among the first to try new products, tech, and apps, 
helping set trends that influence broader demographics, 
now that it set brand loyalty influence the purchasing 
behavior of  the buyers and influence the product through 
peer networks, social media, and campus communities, 
their choices can rapidly influence the behavior of  others.
Conclusion
All the research questions are answered by the study 
findings, which indicate that brand promotion affects 
college students’ consumers. The first question of  how 
brand promotion affects college students consumers 
was answered by the study, which specified that most of  
the respondents (80%) show that promotional activities 
increase student participation, awareness, and trust. 
Tables 5, 6, and 7 indicate high mean values (3.99 for 

engagement, 4.13 for sales, and 4.01 for loyalty), which 
prove students react favorably to promotional activities 
and create stronger brand connections and shape their 
purchasing decisions and loyalty. Particularly, brand 
engagement was the main focus among the factors 
investigated, as seen by its perennial high rating of  3.99 
signifies that brand engagement has higher effects on 
customer loyalty and sales and is crucial in building a 
strong emotional and psychological connection between 
companies and students. High interaction levels reveal 
that the students not only know about the brands but are 
actually interacting with them, which is so important to 
brand success in the long term in the college market.

Recommendations
This study recommends that business and schools should 
improve their marketing strategies towards college 
students as it is based on the gathered data. Future 
studies should look at how brand promotions affect 
college students over a longer period of  time to see if  
it is still effective. Future researchers could study this 
research to look at which parts of  brand promotions are 
most effective. Lastly, future researchers could also study 
college students from different cities to see if  the results 
are the same in other places.

Compliance with Ethical Standards
The researchers of  the study guarantee that all the 
respondents gave their consent after being completely 
informed prior to responding to survey questionnaires, 
and they were aware of  the purpose of  the study. 
Assurance was provided to the participants that their 
participation was completely voluntary and that they 
could withdraw at any time. This study ensures that 
no personal information was gathered; it is purely 
anonymous, and it was maintained throughout the data 
collection. Compliance with data privacy guaranteed 
that any data gathered was private and utilized solely 
for this study. All participants were a priority and had a 
consideration throughout the whole study. The authors 
guarantee that there is no conflict of  interest in how this 
study was performed. And also that the study was done 
ethically without plagiarism and biases when interpreting 
results objectively. All results were analyzed and given 
objectively solely for purposes of  promoting research 
and knowledge.

Acknowledgments
We, the researchers, want to express our gratitude to the 
following individuals who helped us in the completion 
of  this research. Throughout the writing of  this research 
paper, we received unwavering support and guidance.
First and foremost, we would like to express our sincerest 
gratitude to our research adviser. This would not have 
been possible without Mrs. Erika Bacay who gave us 
guidance throughout this research paper. Her advice 
guides us as we develop this research. We wouldn’t be able 
to overcome the obstacles we face in our studies without 



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her assistance.
We would also like to express our sincere gratitude to 
our statistician, Mr. Reginald P. Arimado, for his expert 
assistance in guiding the statistical aspects of  our 
paper. His support played a significant role in ensuring 
the accuracy of  our findings. Also to our respondents, 
students in Marikina City who lend their valuable time 
and huge effort to answer our survey questionnaire.
Last but not least, we want to thank our family and friends 
for giving us support and motivation throughout this 
research. Finally, we would like to express our gratitude to 
our God, who provided us the courage and motivation to 
finish this research. Without his kindness and knowledge, 
we wouldn’t have been able to continue our research. May 
the God Almighty bless all of  you!

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