Sales promotion an important influential factor that may increase consumer’s purchasing intention. The primary purpose of this study was to examine the association between sales promotion cognition and consumer’s purchasing intention. This study also investigated the moderating effect of brand evaluation, brand familiarity, and distribution channel characteristics in the relationship between sales promotion cognition and consumer’s purchasing intention. To address the primary aim, a questionnaire-based survey was used. The data were collected between February and March 2015. A total of 202 valid questionnaires were analyzed. These analyses suggest that sales promotion cognition has a significant positive influence on consumer’s purchasing intention. The results also indicate that distribution channel characteristics have a moderating effect on the relationship between sales promotion cognition and consumer’s purchasing intention.