Effect of Sales Promotion on Customer Brand Loyalty (A study of Starline Nigeria LTD Aba, Abia State):- lheukwumere Aloysius C

ABSTRACT

 Sales promotions have become one ofthe preferred methods ofmarketing communication. The purpose ofthis study is to establish the impact ofdifferent types ofmonetary and nonmonetary promotions on brand loyalty and its relationship to product involvement. A comprehensive literature review ofsales 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 ofrisk 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 ofprevious studies. Finally we make some recommendations.