Impact of Online and Offline Pricing Strategies on Corporate Brand Loyalty
Pricing strategy and branding have become closely linked since McCarthy proposed the 4Ps marketing mix approach in his book Basic Marketing.As a result,many companies have connected pricing strategy with building brand loyalty.However,with the development of internet technology,changes in customer consumption behaviour,and same uncertainties such as epidemics,many companies have presented actions to obtain maximised markets both online and offline simultaneously.Therefore,we need to examine the impact of online and offline pricing strategies on corporate brand loyalty.In this paper,we review the literature related to pricing strategy and brand loyalty to identify the gaps,in order to provide clues for subsequent research and help brand loyalty research to advance to a deeper level.
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