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

The purpose of this paper is to investigate the role of sales promotion mix elements and CRM on brand equity dimensions and also how these dimensions are inter-related. Regarding research methods، this study is a descriptive survey. The population of this study was selected from consumers of food industry and detergent and health care industry. To collect the data، 240 questioners were distributed. The results showed that CRM and immaterial promotions have great influence on increasing brand equity. Also brand awareness of consumers is a key dimension that is considered as a lever or reference on this inter-related condition and causes brand loyalty. Finally، it should be noted that the results of this study can help the marketing managers to improve the quality of their decisions.