The Inlfuences Of Price Promoiton On Brand Equity

Since1980s when the concept of brand equity was first stated, it has received alot of attentions from the scholars who have done many researches about it. The mainresearch areas are conception of brand equity, the dimensions of brand equity and thedrivers of brand equity. And the researches in the former two areas are successfulwhile the researches in the last domain still contain some unknown area. The opinionsof scholars about the influences of price promotion on brand equity are debatable.So in this paper, I want to do some research about this question hoping make somecontribution to this theories.Although the scholars have different ideas about the dimensions of brand equity,perceived quality, brand associations, brand awareness and brand loyalty are the wellacknowledged dimensions of brand equity. So, in this paper, through doing sometheoretical analysis, I give some explanation to four dimensions of department storebrand equity: department store brand awareness, department store brand perceivedquality, department store brand attachment and department store brand loyalty. In theresearch, firstly, I use the regression analysis to discuss the influences of pricepromotion on department store brand equity. Then I divided the store into two tiers todiscuss the difference impacts of price promotion on different department store brandequity. At last, I analysis the differences of brand equity in different consumer groups.After studying, I have three findings:(1) Price promotion influence all thedimension of department store brand equity;(2) Different price promotion methodshave different impacts on department store brand equity;(3) The influences of pricepromotion on department store brand equity differciate between brand level;(4) Thedifferences of brand equity in different consumer groups exit.The contributions of this paper is:(1) By doing some theoretical analysis, I givethe reasonable explanation of four dimensions of department store brand euity;(2)After studying, we find that the high tier store brand equity benefits more than middletier brand department store brand equity;(3) We found that the store brand attachmentof women is higher than men’s, while men’s store brand loyalty is higher; Theyounger consumers present higher department store brand perceived quality anddepartment store brand attachment, while the elder consumers’ department store brandloyalty is higher; The high income consumers’ department store perceived quality islower than the low income consumers. And the middle income consumers’ department store brand loyalty is the lowest among the three groups.