What is it about?
Though literature is replete with research on sales promotion, it seems to be vastly generalized and mostly focused on price-oriented techniques with non-price oriented (e.g lucky draws) often ignored and misjudged. This study has provided a holistic overview of the concept of sales promotion, its impacts and customer brand loyalty in the service context.
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Why is it important?
Structural Equation Modeling (SEM) was used to validate the constructs/model and test the relationships. Because little is known or understood about the impact of lucky draw sales promotion on customer brand loyalty apart from the short-term increment in sales, this study was timely. Also the findings contribute to the academic debate in the marketing literature on whether sales promotion is detrimental to overall brand equity and subsequently brand loyalty or not.
Perspectives
Despite conflicting research evidence on the impact of sales promotion in general, managers appear to be under-utilizing non-price oriented sales promotion than customers’ expectations. Therefore this study was designed to ascertain, whether lucky draws promotions, as an important part of sales promotion mix, are use for their potential in building brand loyalty, or are they primarily utilized as a tool for responding to competition and achieving short-term sales objectives.
Mr Eric Yeboah-Asiamah
University of Ghana
Read the Original
This page is a summary of: The effects of lucky draw sales promotion on brand loyalty in mobile telecommunication industry, African Journal of Economic and Management Studies, March 2016, Emerald,
DOI: 10.1108/ajems-09-2013-0076.
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