EVALUATING THE IMPACT OF PROMOTIONAL ACTIVITIES ON BRAND LOYALTYJournal: Journal of Marketing & Logistics (Vol.01, No. 01)
Publication Date: 2018-09-21
Authors : Humna Hanif Celeste Rodrigues;
Page : 63-87
Keywords : Brand loyalty; promotional activities; customer loyalty; and customer decision involvement;
AbstractBrand loyalty is based on customer decision involvement; in this study we show the relationship between promotional activities and loyal customer to specific brands. We have examined the relationship between the customer purchasing pattern and brand loyalty and how loyal customer are likely to switch brands because of promotional activities in the service industries. Our research shows how frequently loyal customer switch brands according to the positive situations like promotional activities. Situational factors influence loyal brand customers, factors like brand loyalty, brand decision involvement, brand satisfaction, brand identification, self-congruity, service value and brand involvement. A questionnaire covering a sample size of 300 people who frequently use food service brands. Our respondentsbeing adults of all ages who frequently order food. The main variables used in the study are borrowed from a previous research and further tested for validity and reliability among one moderated variable. We used SPSS to conduct a reliability analysis with the help of Cronbach's Alpha to test the variablesand further tested the model in AMOS. The study examines how promotional activities impact brand loyal customers; it will be beneficial to those brands who would want to retain their customers in the long term. They may also know how promotional activities influence the buying pattern of customers. Brand loyalty, promotional activities, customer loyalty, and customer decision participation.Keywords:Brand loyalty, promotional activities, customer loyalty, and customer decision involvement.
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