The effects of lucky draw sales promotion on brand loyalty in mobile telecommunication industry

The purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommunication industry. Theoretically, this study fills the void of empirical studies on non-price sales promotion techniques of lucky draw and customer brand loyalty in the telecommunication sector in developing economy context, and contributes to the body of knowledge in the area of customer brand loyalty and LDSP.