In regression models of both productcategories, the findings indicate a strong, positive association betweenproduct involvement and brand loyalty with p-value smaller than 0.01.
Salespromotions are grouped into consumer franchise building (CFB) and non-franchisebuilding (non-CFB). CFB iscomprised of sales promotion activities that develop and strengthen brand imageby communicating distinctive brand offers. Consumer franchise-buildingpromotions are designed to increase brand preference in the long-term.
Non-CFB promotions attempt to stimulate instant sales orshorten the purchasing decision process. Therefore, CFB promotions are likelyto to be strategically driven, while non-CFB promotions may be more steered byshort-term tactic goals1. Despite the short-term effect on sales ofnon-CFB promotions, if high level of involvement mixed with high level of dealinclination, non-CFB promotions can result in brand equity2.In consumer behavior study, the idea of involvement has been used as anexplanatory variable3.
Solomon stated that sales promotionshave been constructed to enhance product involvement4.The congruency, therefore, need to be established to impact brand loyalty.Hence, it is suggested that future researches take into account the impact ofeach specific type of sales promotion on product involvement and brand loyalty.Chan et al., Liao, Palazo?n-Vidal and Delgado-Balleter claimed that for allproduct categories, sales promotions are not always equally impactful.Likewise, DelVecchio et al.
believed that a promotion’s impact on the brandpreference depends on the nature of the promotion and the promoted products5. Moreover, future studies mustdiversify the product categories to be analyzed to widen the spectrum forcomparison.