Article2015

Sales Promotion and Brand Loyalty: Some New Insights

Yuliya V. Yurova · Michael Bendixen · Russell Abratt · Paz Méndez‐Rodríguez

21 citations0/0 files storedNSUWorks (Nova Southeastern University)

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Market Behavior and Pricing Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Sales promotions have become one of the preferred methods of marketing communication. The purpose of this study is to establish the impact of different types of monetary and nonmonetary promotions on brand loyalty and its relationship to product involvement. A comprehensive literature review of sales promotion was undertaken to inform this study. A study of consumers in Puerto Rico was undertaken that includes both nonmonetary and monetary promotions and reports the impact on long-term effects, such as brand loyalty and the type of risk associated with a product or service. We report our findings for both high and low involvement products. Our results show that both monetary and nonmonetary promotions can enhance brand loyalty, contrary to findings of previous studies. Finally we make some recommendations

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 21 citations exist upstream.

References

1999Whence Consumer Loyalty?1994Customer Loyalty: Toward an Integrated Conceptual Framework 1991Managing Brand Equity 2000An Examination of Selected Marketing Mix Elements and Brand Equity 2003Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude 2001Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration 1977Effect of expectation and disconfirmation on postexposure product evaluations: An alternative interpretation.2000A Benefit Congruency Framework of Sales Promotion Effectiveness

Cited by

2021Purchase Intention in the Fashion Industry on Local and International E-Commerce in Indonesia 2021Pengaruh Display, Promosi Penjualan dan Kualitas Produk Pada Toko Online Terhadap Loyalitas Konsumen Dengan Variabel Intervening Kepuasan Pelanggan

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.