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.
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IHEUKWUMERE, C (2025). Effect of Sales Promotion on Customer Brand Loyalty (A study of Starline Nigeria LTD Aba, Abia State):- lheukwumere Aloysius C. Repository.mouau.edu.ng: Retrieved Oct 15, 2025, from https://repository.mouau.edu.ng/work/view/effect-of-sales-promotion-on-customer-brand-loyalty-a-study-of-starline-nigeria-ltd-aba-abia-state-lheukwumere-aloysius-c-7-2
CHINEDU, IHEUKWUMERE. "Effect of Sales Promotion on Customer Brand Loyalty (A study of Starline Nigeria LTD Aba, Abia State):- lheukwumere Aloysius C" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 15 Oct. 2025, https://repository.mouau.edu.ng/work/view/effect-of-sales-promotion-on-customer-brand-loyalty-a-study-of-starline-nigeria-ltd-aba-abia-state-lheukwumere-aloysius-c-7-2. Accessed 15 Oct. 2025.
CHINEDU, IHEUKWUMERE. "Effect of Sales Promotion on Customer Brand Loyalty (A study of Starline Nigeria LTD Aba, Abia State):- lheukwumere Aloysius C". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 15 Oct. 2025. Web. 15 Oct. 2025. < https://repository.mouau.edu.ng/work/view/effect-of-sales-promotion-on-customer-brand-loyalty-a-study-of-starline-nigeria-ltd-aba-abia-state-lheukwumere-aloysius-c-7-2 >.
CHINEDU, IHEUKWUMERE. "Effect of Sales Promotion on Customer Brand Loyalty (A study of Starline Nigeria LTD Aba, Abia State):- lheukwumere Aloysius C" Repository.mouau.edu.ng (2025). Accessed 15 Oct. 2025. https://repository.mouau.edu.ng/work/view/effect-of-sales-promotion-on-customer-brand-loyalty-a-study-of-starline-nigeria-ltd-aba-abia-state-lheukwumere-aloysius-c-7-2