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Journal of Promotion Management Volume 26, 2020 - Issue 4
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Original Articles

Does Loyalty Matter? Impact of Brand Loyalty and Sales Promotion on Brand Equity

Joshy JosephIndian Institute of Management Kozhikode, Kozhikode, India; Correspondence[email protected]
,
Bharadhwaj SivakumaranGreat Lakes Institute of Management, Chennai, India;
&
Shawn MathewIndian Institute of Management Jammu, Jammu, India
Pages 524-543 | Published online: 29 Jan 2020

Citations (14)

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Sakkthivel A. Manickam & Kakul Agha. (2022) Determinants of Store Loyalty –Empirical Evidence from United Arab Emirates. Journal of Promotion Management 28:3, pages 309-331.
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Articles from other publishers (13)

Bushra K. Mahadin, Amjad Abu Elsamen & Mohammed Ismail El-Adly. (2022) Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective. International Journal of Organizational Analysis 31:6, pages 2031-2058.
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Tchai Tavor, Limor Dina Gonen & Uriel Spiegel. (2023) Customer Segmentation as a Revenue Generator for Profit Purposes. Mathematics 11:21, pages 4425.
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Mitra Meijani, Alireza Rousta & Dariyoush Jamshidi. (2023) Is brand addiction important to persuade Islamic consumers in order to repurchase luxury products?. South Asian Journal of Marketing 4:2, pages 93-109.
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Massoud Moslehpour, Sahand E. P. Faez, Brij B. Gupta & Varsha Arya. (2023) A Fuzzy-Based Analysis of the Mediating Factors Affecting Sustainable Purchase Intentions of Smartphones: The Case of Two Brands in Two Asian Countries. Sustainability 15:12, pages 9396.
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Harimurti Wulandjani, Supriadi Thalib, Dian Riskarini & Amelia Oktrivina. (2023) Product Scarcity Strategy And Price Promotion To Purchase Intention: An Inverted U-Shaped Relationship. Jurnal Manajemen 27:2, pages 322-341.
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Clarissa Theadora, Maria Veronica Amelia, Garry Wei-Han Tan, Pei-San Lo, Keng-Boon Ooi & Yogesh Kumar Dwivedi. (2022) How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique. Journal of Product & Brand Management 32:4, pages 645-660.
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Lydia Hidayu Lily Suhairi & Noor Hasmini Abdul Ghani. 2023. Industry Forward and Technology Transformation in Business and Entrepreneurship. Industry Forward and Technology Transformation in Business and Entrepreneurship 199 208 .
Nalini Palaniswamy & Muruganandam Duraiswamy. 2023. Digital Economy Post COVID-19 Era. Digital Economy Post COVID-19 Era 233 243 .
Paula Rodrigues, Ana Sousa, Marc Fetscherin & Ana Pinto Borges. (2022) Exploring masstige brands' antecedents and outcomes. International Journal of Consumer Studies.
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Ricardo Godinho Bilro, Sandra Maria Correia Loureiro & Joana Fonseca dos Santos. (2021) Masstige strategies on social media: The influence on sentiments and attitude toward the brand. International Journal of Consumer Studies 46:4, pages 1113-1126.
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Rehan Husain, Justin Paul & Bernadett Koles. (2022) The role of brand experience, brand resonance and brand trust in luxury consumption. Journal of Retailing and Consumer Services 66, pages 102895.
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Le Dang Lang, Weng Marc Lim & Francisco Guzmán. (2022) How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products. Journal of Business Research 141, pages 175-190.
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Wei Quan, Amr Al-Ansi & Heesup Han. (2021) Spatial and human crowdedness, time pressure, and Chinese traveler word-of-mouth behaviors for Korean restaurants. International Journal of Hospitality Management 94, pages 102851.
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