摘要
在价格促销对品牌资产的影响方面,学者们并没有形成共识,原因之一是学者们忽视了竞争者的反应行为,本文旨在探讨竞争反应对这种影响关系的调节作用。本文通过2(品牌资产梯队)×8(竞争反应)的实验设计研究表明,对不同品牌资产梯队的品牌,价格促销对品牌资产的影响存在差异;竞争反应对这种影响关系具有调节作用;竞争对手的影响主要来自同梯队品牌,相反梯队品牌的影响不显著。本文对深入了解价格促销对品牌资产的影响具有重要意义。
Brand equity is one of important intangible assets, and marketing mix influences it. Price promotion is one useful tool used regularly by companies because it increases sales in short term even if it can＇t increase sales and market share in the long run. But price promotion may also affect the brand equity. Is the effect positive or negative？ Scholars have different opinions in this respect. One reason may be scholars ignore the effect of the competitor＇s competitive response on the relationship between price promotion and brand equity, so this study fills up this gap through examining the moderating role of the competitive response to the relationship between them. This paper divides all brands into high-equity brand tier and low-equity brand tier according the value of brand equity, and also defines the competitor＇s competitive responses come from the same equity brand tier and the opposite brand tier, After building one 2 （brand equity tier） ×8 （competitive responses） experimental deign, this study uses a sample of Chinese consumers to test the hypotheses. The study finds that the impact of the price promotion on the brand equity is different under high-equity or low-equity brand tier, and high-equity brand gets less negative effect than low-equity brand. The study also finds that the competitive response moderates the impact of price promotion to brand equity; the effect mainly comes from the same brand tier, and the effect of the opposite brand tier is not significant; and if one target brand does not do price pro motion, but the same brand tier does, the target brand＇s brand equity increase. Finally, this paper discusses the limitations and directions for future research. This study makes contributions for deeply understanding the impacts of the price promotion on the brand equity.
出处
《南开管理评论》
CSSCI
2008年第3期20-30,38,共12页
Nankai Business Review
基金
教育部人文社会科学基金项目(07JA630040)
上海财经大学第三期“211工程”科研规划项目
上海财经大学研究生创新基金资助
作者简介
杨德锋，暨南大学管理学院讲师、博士，研究方向为品牌管理；
王新新，上海财经大学国际工商管理学院教授、博士生，研究方向为品牌管理
