Sales promotions have served as themost common and powerful marketing tool in the marketing mix. This studyassesses how different types of promotions (price and non-price) impact on thelevel of brand loyalty to specific brands, and consider the relationship ofproduct involvement with consumer brand choice.

The comprehensive literaturereview which covered the value of the brand in marketing strategy; generalknowledge about sales promotions, and the solid theoretical framework wasestablished to inform this research.  Research questions:1.        Willthe impact of perceived hedonic benefits on brand loyalty varies according todifferent levels of involvement product categories?               1.        Willthe preference for price or non-price promotions is more or less impactful onbrand loyalty for low and high involvement product categories? Four hypotheses were tested: H1a: For high involvement productcategory, perceived hedonic benefits of non-price promotions are more impactfulthan perceived hedonic benefits of price-promotions on consumer brand choice. H1b: For low involvement productcategory, perceived hedonic benefits of non-price promotions are less impactfulthan perceived hedonic benefits of price-promotions on consumer brand choice. H2a: For high involvement productcategory, preference for non-price promotions is more impactful than preferencefor price-promotions on consumer brand choice. H2b: For low involvement productcategory, preference for non-price promotions is less impactful than preferencefor price-promotions on consumer brand choice.

 An online survey including 35questions were sent to 215 respondents in Hochiminh City. Washing powder (lowinvolvement) and perfume (high involvement) were two chosen product categoriesfor the research. Multiple regression model was employed to investigate therelationship between controlled variables, explanatory variables and dependentvariable – brand loyalty. The findings supported hypotheses H1a and H2a, whilerejected H1b and H2b and provided valuable information for current and futurestudies.