价格促销的折扣量影响品牌资产的实证研究

品牌资产是企业最宝贵的无形资产，其来源是企业的营销组合策略。价格促销对品牌资产有着重要的影响作用。本文以实证研究的方法，从感知质量、购买意向和品牌忠诚三个维度研究了价格促销的折扣量对品牌资产的影响。研究结果发现：深度折扣的价格促销对消费者的感知质量和品牌忠诚有负面的影响，但对提高购买意向有一定的积极作用。同时，深度折扣的价格促销使得消费者对品牌资产的评价明显降低。最后，进一步讨论了研究结论和今后研究的方向。

The Empirical Study of the Impact of Discount Amount of Price Promotion on Brand Equity

The objective of this paper is to examine the impact of discount amount of price promotion on brand equity. Using the students of Peking University as the convenient samples, this paper carried out three independent studies to respectively study how the discount amount of price promotion impacts on perceived quality, purchase intention and brand loyalty which are three dimensions of brand equity. It is found that the magnitude of discount imposes an negative effect on consumers` perceived quality and brand loyalty, but stimulates consumers' temporal purchase intention, and at the same time in each study consumers' evaluation of brand equity decrease with the increasing of discount amount. Finally, a thorough discussion about the conclusions achieved by the paper is presented, and some directions for future research are also discussed.