Does Loyalty Matter? Impact of Brand Loyalty and Sales Promotion on Brand Equity. Issue 4 (6th June 2020)

• Record Type: Journal Article
• Authors: Joseph, Joshy; Sivakumaran, Bharadhwaj; Mathew, Shawn
• Is Part Of: Journal of promotion management. Volume 26:Issue 4(2020)
• Page Start: 524
• Page End: 543
• Publication Date: 2020-06-06
• Subjects: Brand attitude -- brand equity -- brand loyalty -- cfb and non-cfb promotions -- loyalty segmentation -- sales promotions; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2020.1719953
• Languages: English
• ISSNs: 1049-6491

Abstract

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.