Although promotion marketing has been
the most predominant tool in the marketing mix strategy which accounts for
almost 25% of the marketing budget of mostly consumer product firms, there is
still a lack of research examining the impact of sales promotions on subsequent
brand choice in post-promotion period1.
Alva?rez-Alva?rez and Va?zquez-Casielles claimed that there has been relatively
less attention given to non-price promotions, because most research
concentrates on how consumers respond to price promotions and how they perceive
utilitarian benefits. The purpose of this research is to investigate the
relationship of various types of sales promotions and the product involvement
level on brand loyalty.