The purpose of this paper is to investigate the role of sales promotion mix elements and CRM on brand equity dimensions and also how these dimensions are inter-related. Regarding research methods, this study is a descriptive survey. The population of this study was selected from consumers of food industry and detergent and health care industry. To collect the data, 240 questioners were distributed .The results showed that CRM and immaterial promotions have great influence on increasing brand equity. Also brand awareness of consumers is a key dimension that is considered as a lever or reference on this inter-related condition and causes brand loyalty. Finally, it should be noted that the results of this study can help the marketing managers to improve the quality of their decisions.
Ebrahimi,A , Khalifeh,M , Samizadeh,M and Hosseini,S M . (2013). The Effect of Sales Promotion Mix and Customer
Relationship Management on Brand Loyalty. Journal of Business Management, 5(3), 1-18. doi: 10.22059/jibm.2013.50195
MLA
Ebrahimi,A , , Khalifeh,M , , Samizadeh,M , and Hosseini,S M . "The Effect of Sales Promotion Mix and Customer
Relationship Management on Brand Loyalty", Journal of Business Management, 5, 3, 2013, 1-18. doi: 10.22059/jibm.2013.50195
HARVARD
Ebrahimi A, Khalifeh M, Samizadeh M, Hosseini S M. (2013). 'The Effect of Sales Promotion Mix and Customer
Relationship Management on Brand Loyalty', Journal of Business Management, 5(3), pp. 1-18. doi: 10.22059/jibm.2013.50195
CHICAGO
A Ebrahimi, M Khalifeh, M Samizadeh and S M Hosseini, "The Effect of Sales Promotion Mix and Customer
Relationship Management on Brand Loyalty," Journal of Business Management, 5 3 (2013): 1-18, doi: 10.22059/jibm.2013.50195
VANCOUVER
Ebrahimi A, Khalifeh M, Samizadeh M, Hosseini S M. The Effect of Sales Promotion Mix and Customer
Relationship Management on Brand Loyalty. JBM. 2013;5(3):1-18 (In Persian). doi: 10.22059/jibm.2013.50195
