Driving sales over price over time: A systematic analysis of short- and long-term effects on consumer behavior and brand loyalty

Abstract Objective: This systematic review, using the Sandelowski and Barroso method, examines the short- and long-term effects of sales price promotion on consumer behavior and brand loyalty. Method: To achieve this goal, in this study, the research implementation steps were followed based on the Recommended Practice Guidelines for Systematic Reviews and Meta-Analysis (PRISMA) for identification, screening, eligibility assessment, and final inclusion of articles. The internal review was based on the Sandelowski and Barroso method and the most relevant reputable scientific and foreign journals in the period between 2014 and 2024. After reviewing 1273 articles and applying output systems, finally 70 selected articles were evaluated using the seven-step Sandelowski and Barroso method. Findings: In the short term, price promotion through psychological mechanisms (reducing the pain of payment, seeking rewards) increases immediate loyalty by 15-40%, but decreases loyalty by 25% due to reduced credibility and the formation of expectations. Moderating factors (gender, culture, product type) moderate this dichotomy.