Sales promotions have served as the
most common and powerful marketing tool in the marketing mix. This study
assesses how different types of promotions (price and non-price) impact on the
level of brand loyalty to specific brands, and consider the relationship of
product involvement with consumer brand choice. The comprehensive literature
review which covered the value of the brand in marketing strategy; general
knowledge about sales promotions, and the solid theoretical framework was
established to inform this research.

 

Research questions:

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1.        
Will
the impact of perceived hedonic benefits on brand loyalty varies according to
different levels of involvement product categories?

              

1.        
Will
the preference for price or non-price promotions is more or less impactful on
brand loyalty for low and high involvement product categories?

 

Four hypotheses were tested:

 

H1a: For high involvement product
category, perceived hedonic benefits of non-price promotions are more impactful
than perceived hedonic benefits of price-promotions on consumer brand choice.

 

H1b: For low involvement product
category, perceived hedonic benefits of non-price promotions are less impactful
than perceived hedonic benefits of price-promotions on consumer brand choice.

 

H2a: For high involvement product
category, preference for non-price promotions is more impactful than preference
for price-promotions on consumer brand choice.

 

H2b: For low involvement product
category, preference for non-price promotions is less impactful than preference
for price-promotions on consumer brand choice.

 

An online survey including 35
questions were sent to 215 respondents in Hochiminh City. Washing powder (low
involvement) and perfume (high involvement) were two chosen product categories
for the research. Multiple regression model was employed to investigate the
relationship between controlled variables, explanatory variables and dependent
variable – brand loyalty. The findings supported hypotheses H1a and H2a, while
rejected H1b and H2b and provided valuable information for current and future
studies.                                        

                                               

                                    

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