A new perspective on the effects of price promotions in Taiwan: A longitudinal study of a Chinese society

Yung Cheng Shen, Chung Hsing Chi, Ja Shen Chen

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)

Abstract

This study investigated the effects of price promotions on consumers’ brand affect. Given the inconsistent findings in previous research, it is proposed that the effects of price promotion depend on two moderator variables: brand image and consumer loyalty. For high loyalty consumers of a prestigious brand, price incentive incompatible with the brand image can hurt the brand affect. When a non-prestigious brand is involved, brand affect is positively influenced. However, these effects are limited to high loyalty consumers only. There was no effect on low loyalty consumers. In a longitudinal study of the Taiwanese market using emails, these hypotheses were tested and supported.

Original languageEnglish
Pages (from-to)385-390
Number of pages6
JournalInternational Journal of Consumer Studies
Volume31
Issue number4
DOIs
Publication statusPublished - 2007 Jul

Keywords

  • Brand loyalty
  • Image compatibility
  • Longitudinal study
  • Price promotion

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing

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