Sales Promotion and Brand Loyalty: Some New Insights

Author(s)

Yuliya V. Yurova, Nova Southeastern UniversityFollow
Michael Bendixen, Nova Southeastern UniversityFollow
Russell Abratt, Nova Southeastern UniversityFollow
M. Mendez
Kathleen O'Leary, Nova Southeastern UniversityFollow

Document Type

Article

Publication Title

International Journal of Education and Social Science

Publication Date

1-2015

Abstract/Excerpt

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

Volume

2

Issue

1

First Page

103

Last Page

117

NSUWorks Citation

Yurova, Yuliya V.; Bendixen, Michael; Abratt, Russell; Mendez, M.; and O'Leary, Kathleen, "Sales Promotion and Brand Loyalty: Some New Insights" (2015). HCBE Faculty Articles. 621.
https://nsuworks.nova.edu/hcbe_facarticles/621