Sales framework was established to backup the research

Sales promotions has been used as the
most common and powerful below-the-line activity in the marketing mix. This
study investigates how different types of promotions (price and non-price)
impact on the level of loyalty to specific brands, and consider the
relationship of product involvement with consumer brand choice. A comprehensive
literature review which covered the value of the brand in marketing strategy;
general knowledge about sales promotions, and a solid theoretical framework was
established to backup the research findings.

 

Sub-problems are addressed in the research:

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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 enhance or erode 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 have greater
influence than perceived hedonic benefits of price-promotions on consumer brand
choice.

 

H1b: For low involvement product
category, perceived hedonic benefits of non-price promotions have smaller
influence than perceived hedonic benefits of price-promotions on consumer brand
choice.

 

H2a: For high involvement product
category, preference for non-price promotions has greater influence than
preference for price-promotions on consumer brand choice.

 

H2b: For low involvement product
category, preference for non-price promotions has smaller influence 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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