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

Abstract

The purpose of this paper is to investigate the role of salespromotion mix elements and CRM on brand equity dimensions andalso how these dimensions are inter-related. Regarding researchmethods, this study is a descriptive survey. The population of thisstudy was selected from consumers of food industry and detergent andhealth care industry. To collect the data, 240 questioners weredistributed .The results showed that CRM and immaterial promotionshave great influence on increasing brand equity. Also brand awarenessof consumers is a key dimension that is considered as a lever orreference on this inter-related condition and causes brand loyalty.Finally, it should be noted that the results of this study can help themarketing managers to improve the quality of their decisions.

Keywords

• advertising
• Brand equity
• Customer-based brand equity
• Customer Relationship Management (CRM)
• Sales Promotion