Cross Promotions and Brand Loyalty: International Fast-food Brands in Nairobi, Kenya. (Published)
The purpose of the study was to determine the influence of cross promotions on brand loyalty of International Fast-Food brands in Nairobi, Kenya. The study adopted a descriptive survey methodology. The target population for the study encompassed 24 customer relations managers from the 24-registered fast-food brands in Kenya. The study utilized purposive sampling technique in an effort to identify the most suited respondents for the study. A structured questionnaire was utilized as the data collection tool. The questionnaire was divided into two parts containing the demographic data relating the respondent’s background in the first part and the second part covering consumer’s sales promotion techniques on brand loyalty. Questionnaire items were structured with a 5-point Likert scale. Descriptive and Inferential statistics were used in the analysis of the data. Linear regression analysis method was used to assess the associations between cross sales promotions techniques and brand loyalty. The study established cross-promotion registered a positive influence of brand loyalty of international fast-food brands. Cross-promotion strategy was found to account for 70% (β=0.400). The study concluded that cross promotion produces new value-added synergetic product which results into increased frequency of repeat purchase. The study recommends the need to enhance effectiveness of the cross-promotion strategy by identifying deficiencies among the strategy’s activities such as inter-brand online advertisement, new value-added synergetic product, role model advertisement sponsorship of the fast-food brand, social responsibility partnership strategy with global entities such as UNEP, UNICEF motivates customers’ referral.
Keywords: : Fast Food, International, Kenya, Nairobi, brand loyalty, cross promotions