International Science Community Association International Research Journal of Social Sciences 2319 8 4 2019 10 14 Mediating role of consumer perception in sales promotion towards apparel brands 22 29 EN Rashmi Srinivas 1 Department of Industrial Engineering and Management, JSS campus, JSS Academy of Technical Education, Uttarahalli-Kengeri Road, Bangalore - 560060, Karnataka, India Swamy D.R. 2 Department of Industrial Engineering and Management, JSS campus, JSS Academy of Technical Education, Uttarahalli-Kengeri Road, Bangalore - 560060, Karnataka, India T.S. Nanjundeswaraswamy 3 Department of Industrial Engineering and Management, JSS campus, JSS Academy of Technical Education, Uttarahalli-Kengeri Road, Bangalore - 560060, Karnataka, India Shih-tseng T. Huang 1 Department of Psychology, National Chung-Cheng University, Taiwan and Center for research in Cognitive Sciences, National Chung-Cheng University, Taiwan Tung-En Hsiao 2 Department of Psychology, National Chung-Cheng University, Taiwan Vinh-Long Tran-Chi 3 Center for research in Cognitive Sciences, National Chung-Cheng University, Taiwan Ghulam Mustafa Shaikh 1 Department of Business Administration, Sindh University Campus, Larkana, Pakistan Noor Muhammad Jamali 2 Department of Business Administration, Sindh University Campus, Larkana, Pakistan Ghulam Abbas Panhwar 3 Faculty of Nursing, Benazir Institute of Nursing and Community, Health Services, SMBBMU, Larkana, Pakistan Jalil Ahmed Thebo 4 Faculty of Management Sciences, SZABIST Larkana Campus, Larkana, Pakistan > Research Paper 2019 3 7 2019 10 14 Doctor′s job seem more skewed towards their profession rather than more social. Its general belief that they spend their maximum time to hospital, teaching, practicing or clinics. They hardly spare time towards sales promotion or advertisement or apparel brands. In connection with this, this study aims to investigate the impact of sales promotions on brand image with a mediating effect of consumer perception of Doctors. The study adds in previous literature where the impact of price deals and perceived quality was noted on brand equity in relation to brand knowledge and brand associations for general consumers. A survey questionnaire was distributed among doctors who are working in four different Medical Universities of Sindh. SPSS-21employed to tests the hypotheses. The findings supported the fact that sales promotions have positive impact on brand image whereas the consumer perception found a significant positive mediator. The study can be beneficial for marketing managers of relevant products. Copyright@ International Science Community Association