The Effect of Sales Promotion Mix and Customer Relationship Management on Brand Loyalty

Ebrahimi, Abolghasem; Khalifeh, Mojtaba; Samizadeh, Mehdi; Hosseini, Sayed Mojtaba

doi:10.22059/jibm.2013.50195

The Effect of Sales Promotion Mix and Customer Relationship Management on Brand Loyalty

Document Type : Research Paper

Authors

¹ Assistant Prof. of Management Department, Shiraz University, Iran

² Ph.D. Student in Systems Management, Shiraz University, Iran

³ Ph.D. Student in Business Administration, Tehran University, Iran

⁴ Ph.D. Student in Accounting, Allameh Tabataba’i University, Tehran, Iran

10.22059/jibm.2013.50195

Abstract

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.

Keywords