Promotion Asymmetry Effects on Customer Brand Choice

Abstract

研究是以高級品牌與次級品牌的價格及質量，兩維度的非對稱促銷作用對於顧客選擇品牌的影響變化。研究調查時間在2007年8月和2009年8月之間，以中國一個主要城市（深圳）的一些大雜貨連鎖店的消費顧客為調查對象。這次研究的結果支持品牌質量和價格促銷的確存在非對稱效果的假說。藉此研究的發現結果，提供管理者參考並予以後續研究者對於消費者品牌選擇之相關建議。

This research analyzes customer's brand choice of promotion effects on a High-tier brand and Low-tier brand products along dimensions of price and quality. The empirical findings are based on a self-administered survey of some big grocery chain stores in one major city (Shenzhen) in China between August 2007 and August 2009. The results of this survey support the hypothesis that a relation between brand quality position and price promotion asymmetry indeed exists. Also, managerial implications for the consumer brand choice are discussed and future research suggestions are proposed.