The Impact of Online and Offline Pricing Strategies on Corporate Brand Loyalty - A Literature Review

Abstract

Pricing strategy is closely linked to brand building. With the development of Internet technology, changes in customer consumption behavior, and the face of uncertainties such as epidemics, many companies present actions to obtain maximized markets simultaneously online and offline, and academic research on the relationship between online and offline pricing strategy and brand loyalty is also deepening, but there is a lack of a review and reflection of the research in the last ten years, so this study adopts the literature research method to Google Scholar, ScienceDirect and China Knowledge Network databases of literature related to pricing strategy and brand loyalty published from 2013 to 2023, and found that there are few research results, mainly focusing on exploring online and offline brand loyalty or online and offline pricing strategies, with fewer studies combining the two, and the research methodology is limited by the sample, and the generalizability of the research results is insufficient.