In deal inclination, non-CFB promotions can result

In regression models of both product
categories, the findings indicate a strong, positive association between
product involvement and brand loyalty with p-value smaller than 0.01. Sales
promotions are grouped into consumer franchise building (CFB) and non-franchise
building (non-CFB). CFB is
comprised of sales promotion activities that develop and strengthen brand image
by communicating distinctive brand offers. Consumer franchise-building
promotions are designed to increase brand preference in the  long-term. Non-CFB promotions attempt to stimulate instant sales or
shorten the purchasing decision process. Therefore, CFB promotions are likely
to to be strategically driven, while non-CFB promotions may be more steered by
short-term tactic goals1.  Despite the short-term effect on sales of
non-CFB promotions, if high level of involvement mixed with high level of deal
inclination, non-CFB promotions can result in brand equity2.

In consumer behavior study, the idea of involvement has been used as an
explanatory variable3.

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Solomon stated that sales promotions
have 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 of
each specific type of sales promotion on product involvement and brand loyalty.

Chan et al., Liao, Palazo?n-Vidal and Delgado-Balleter claimed that for all
product categories, sales promotions are not always equally impactful.

Likewise, DelVecchio et al. believed that a promotion’s impact on the brand
preference depends on the nature of the promotion and the promoted products5.


Moreover, future studies must
diversify the product categories to be analyzed to widen the spectrum for