Which of the following scenarios illustrates how sales promotion can erode brand loyalty?
A. A television ad of a specific brand increases the sales for the entire product category, thus benefiting the competitors as well.
B. A wholesaler switches between brands as he is attracted by price deals and promotion allowances of various competing brands during Christmas.
C. A newspaper article on the side effects of deep-fried food causes most fast food chains to lose their customers.
D. An insurance company has not been able to gain employee commitment or loyalty even after providing regular training to its sales force.
E. A firm airs a radio ad similar to a competitor's, which results in consumer brand confusion.
Answer: B
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