Back to Search
Start Over
Does Loyalty Matter? Impact of Brand Loyalty and Sales Promotion on Brand Equity.
- Source :
-
Journal of Promotion Management . 2020, Vol. 26 Issue 4, p524-543. 20p. 2 Charts, 1 Graph. - Publication Year :
- 2020
-
Abstract
- Brand Equity erosion due to non-consumer franchise building (non-CFB) sales promotions have been a recurring theme in extant literature. However, the disproportionate increase in non- CFB promotion activities by companies contradicts this academic view. This research provides a rationale for this inconsistency by examining the moderating impact of brand loyalty on the promotion – brand equity relationship. Results indicate that loyalty moderates the promotion-brand equity relationship, and even short term promotions enhance brand equity in certain market segments (like those dominated by spurious loyals). Practitioners can target specific loyalty groups through short term promotions without impacting Brand Equity. [ABSTRACT FROM AUTHOR]
- Subjects :
- *BRAND loyalty
*SALES promotion
*BRAND equity
*LOYALTY
*STOCK exchanges
Subjects
Details
- Language :
- English
- ISSN :
- 10496491
- Volume :
- 26
- Issue :
- 4
- Database :
- Academic Search Index
- Journal :
- Journal of Promotion Management
- Publication Type :
- Academic Journal
- Accession number :
- 141935532
- Full Text :
- https://doi.org/10.1080/10496491.2020.1719953