Promotion asymmetry effects on customer brand choice

Authors: Huei-Chen Hsu

Journal: Chia Da Management Review. Jun. 2011, 31(1): 41-57.

Keywords: Promotion asymmetry effect;Brand choice;Expected price

Abstract:
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.