Research on the Influence Mechanism of Joint Promotion on the Loyalty of the Main Brand

Sartova Zhamilya

International Journal of Business and Management, 2018, vol. 13, issue 7, 222

Abstract: As the economy of commodities continues to grow, people's living standards continue to increase, and the choice of turntables they face is also more abundant. The competition for businesses around the terminal market has become intense and fierce. The number of brands, the fierce market Jinzheng, the increase in similar product readings, and the increase in consumer choices, have also led to the continuous promotion of various promotions by various merchants.Effective control loyalty management method for a marketing manager is very important, but in the past literature I have not been able to study brand loyalty stand in the perspective of business managers. So to put it plainly that the current research on the support of brand loyalty management methods - the relationship between brand management behavior and brand loyalty - is a blank area, and few scholars have conducted in-depth research. In such a situation, it directly leads the managers of the company to have a full grasp of brand loyalty. In interviews with corporate brand managers, the authors found that brand managers really lack knowledge in this area and urgently need brand loyalty management methods. This article mainly studies the mechanism of the joint marketing promotion on the loyalty of the main brand. First of all, it summarizes the background significance of the research and the research status at home and abroad, and then explains the related theoretical concepts. Then it studies the concept, characteristics, and influencing factors of joint promotion, finally analyzes the ways of building brand loyalty, and proposes related strategies.

Date: 2018
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