What is it about?

It is a study of how sales promotions Benefits (i.e. Hedonic and Utilitarian ) can influence the brand loyalty.

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Why is it important?

It is important because it shows the path for creating brand loyalty by using the sales promotion.

Read the Original

This page is a summary of: Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation, Global Business Review, September 2018, SAGE Publications, DOI: 10.1177/0972150918794977.
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