The Interfering Mechanism Between Privilege Marketing With Brand Loyalty: A Perspective Of Jealousy

Privilege marketing is an inevitable outcome of enterprises which carry outdiscrimination marketing for target customers. What the special value inprivilege marketing will not only rise the privilege owners’ superiority, but alsotouch the Jealousy feelings of the ordinary consumers, consequently have aprofound and lasting impact on consumers’ brand loyalty. In order to explainthe interfering mechanism between privilege marketing with brand loyaltysystematically, the research bases on confirming the inner relationship ofprivilege with loyalty consumers’ superiority feeling and ordinary consumers’Jealousy, combining the theory of new behavior (S-O-R model) andcognitive-phenomenalist, making use of psychology experiment to collect thedata which is relevant to superiority or Jealousy feeling and brand loyalty onthe background of different brand image、 consumer’s identity, takingadvantage of Correlation Analysis, ANOVA, Regression Analysis to implementdemonstration research. Finally we obtain some findings as follows:First, during the privilege marketing, privileges play different roles withconsumers brand loyalty due to different types of privileges. On the one hand,given privileges rise superiority or Jealousy feeling easier than cumulatedprivileges, what’s more, given privileges have stronger effect onprivilege-owned consumers’ brand loyalty and ordinary consumers’ upgradingwill and parting will. On the other hand, the stronger privilege is, the superiorityor Jealousy feeling is sharper, so is brand loyalty, upgrading and parting will.Second, comparing the four privilege forms, we can find that high intensityof given privileges have a strongest effect on superiority feeling and brandloyalty, the rest is high intensity of cumulated privileges, low intensity of givenprivileges, low intensity of cumulated privileges in turn; high intensity of givenprivileges have a strongest effect on Jealousy feeling and parting will, the restis low intensity of given privileges, high intensity of cumulated privileges, lowintensity of cumulated privileges in turn; high intensity of cumulated privilegeshave a strongest effect on upgrading will, the rest is low intensity of cumulated privileges, low intensity of given privileges and high intensity of given privilegesin turn.Third, brand images play regulating role in privilege marketing effectingsuperiority or Jealousy feeling and brand loyalty will. Comparing with moderatebrands, brand’s good image can improve privilege marketing’s effect tosuperiority or Jealousy feeling and brand loyalty will.Forth, privilege owners’ superiority feeling is useful to keep the brandloyalty, however, as to ordinary consumers, Jealousy is not only able toimpulse brand loyalty but also destroy brand relationship. It depends on thetype of privilege.Five, superiority or Jealousy feeling play a important mediating effect inprivilege marketing impacting brand loyalty.