促销价格折让幅度与品牌资产关系研究

摘要

价格促销与品牌资产的关系研究一直是营销领域研究的热点，本文基于权变理论实证研究了不同促销时机下价格折让幅度与品牌资产的影响关系，发现新产品上市和产品持续热卖时，价格折让幅度正向影响消费者购买意愿和品牌忠诚，负向影响品牌资产；在产品退市时，价格折让幅度对购买意愿、品牌忠诚和品牌资产具有正向影响。%The study on the relationship between price promotion and brand equity has been the hotspot in marketing re -search.Based on contingency theory , this paper tries to study the relationship between price discount range and brand equity by empirical research method under different promotion times .It is found that:during the period of the new arrival or selling consistently product , price discount range has a positive influence on consumer purchase intention and brand loyalty, but has a negative influence on brand equity;when product is delisting , price discount range will has a positive influence on purchase intention , brand loyalty and brand equity .