The Impact Of The Price Promotion On Customer’s Brand Loyalty In Different Products Involvement

Price promotion as an effective marketing tool has become the most commonand effective measure to stimulate consumer spending. The effect of Price promotionon consumers has drawn great attention in the area of academic. This paper hasstudied the influence of Price promotion on consumer’s brand loyalty based on thereview of related literatures both in home and overseas. We conclude the concept andthe influence of brand loyalty, furthermore, summarize the shortcomings of previousstudies, and pointed out the direction for future research about this topic.The research analyzes the impact of the price promotion on customer’s brandloyalty in different products involvement with the tools of reference price theory,price-quality theory, attention theory and learning theory. The research considers thebrand loyalty integrating the behavior and attitude loyalty, designs the non-promotionquestionnaire, the promotion questionnaire and the different products involvementpromotion questionnaire. Analysis205effective samples, including the statisticalanalysis, exploratory factor analysis and the parameter test.The study finds that, the price promotion has different influence on the brandloyalty due to different product involvement. Price promotion has significant positiveinfluence on action loyalty; Price promotion has significant negative influence onaffective loyalty. Compared with the consumer who has high degree productinvolvement, the price promotion has significant influence on the consumer who haslow degree product involvement; Compared with the consumer who has low productinvolvement, the price promotion has significant influence on the consumer’sattitudinal loyalty, whose product involvement is rather high. At last,use twoadditional tests to determine the final conclusion of this study is: Price promotion hassignificant negative influence on brand loyalty; Compared with the consumer who haslow product involvement, the price promotion has significant influence on theconsumer’s brand loyalty, whose product involvement is rather high.The main contribution of this study is that, discusses the impact of price promotion on brand loyalty from the point of consumer, adds a moderator variablenamed “product involvement”, enriches the research about the influence of pricepromotion on the brand loyalty. Based on the empirical research, puts forward someproposals for the effective promotion activities of enterprises.