• ISSN: 2301-3567 (Print)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly (2013-2014); Monthly (2015-2017); Quarterly (Since 2018); Bimonthly (Since 2022)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKIElectronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, and Crossref.
    • E-mail: joebm.editor@gmail.com
JOEBM 2021 Vol.9(4): 106-109 ISSN: 2301-3567
DOI: 10.18178/joebm.2021.9.4.664

The Impact of Brand Loyalty on the Compromise Effect

Lizzy Chen
Abstract—Though compromise effect is widely studied and used in the marketing strategies nowadays, few researchers have combined it with brand loyalty. Therefore, this study aims to find the impact of brand loyalty on the compromise effect. A comparative experiment was carried out through a questionnaire to reach the aim and 232 people of different genders and ages are involved. By analyzing the data, the results provided evidence of high brand loyalty will bring negative influence to compromise effect, while low brand loyalty will bring positive influence to compromise effect.

Index Terms—Behavioral economics, brand loyalty, compromise effect.

Lizzy Chen is with Shanghai Qibao Dwight High School, China (e-mail: chenlingwen2021@outlook.com).

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Cite:Lizzy Chen, "The Impact of Brand Loyalty on the Compromise Effect," Journal of Economics, Business and Management vol. 9, no. 4, pp. 106-109, 2021.

Copyright © 2021 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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