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cati bani s-au cheltuit pe promotii in 2012

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International Journal of Education and Social Science www.ijessnet.com Vol. 2 No. 1; January 2015 103 Sales Promotion and Brand Loyalty: Some New Insights Marife Mendez Doctoral Researcher, DBA  Nova South eastern Univ ersity 3301 College Avenue Fort Lauderdale, FL 33314 Michael Bendixen Professor of Decision Sciences  Nova South eastern Univ ersity 3301 College Avenue Fort Lauderdale, FL 33314, USA. Russell Abratt Professor of Marketing  Nova South eastern Univ ersity 3301 College Avenue Fort Lauderdale, FL 33314 And Professor of Marketing (Part-Time) Wits Business School, University of the Witwatersr and, Johannesburg, USA. Yuliya Yurova Assistant Professor of Decision Sciences  Nova South eastern Univ ersity 3301 College Avenue Fort Lauderdale, FL 33314, USA. Bay O’Leary Corresponding author Associate Professor of Marketing  Nova South eastern Univ ersity 3301 College Avenue Fort Lauderdale, FL 33314, USA. Abstract Sales promotions have become one of the preferred methods of marketing communication. The  purpose of this study is to establish the impact of different types of monetary and nonmonetar y  promotions on brand loyalty and its relationshi p to product involveme nt. A comprehens ive literature review of sales promotion was undertaken to inform this study. A study of consumers in  Puerto Rico was undertaken that includes both nonmonetar y and monetary promotions and reports the impact on long-term effects, such as brand loyalty and the type of risk associated with a product or service. We report our findings for both high and low involvement products. Our results show that both monetary and nonmonetary promotions can enhance brand loyalty, contrary to findings of previous studies. Finally we make some recommendations. Keywords: sales promotion, monetary promotion, high involvement, low involvement 1. Introduction Up until several years ago promotions were considered less effective when given the choice of traditional advertising or sales promotions.

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