A Study Of Brand Loyalty About Customers' Journals

Over the past decade, consumer journal has become the most potential one to developin domestic periodical industry. With the change of reading habits and the promotionof transformation and upgrading of the national cultural industry development,however, consumer journal is facing with new competition. How to foster andimprove customers' brand loyalty has been the inevitable choice for consumer journalto deal with the homogeneous competition.Linking with the questionnaire survey data on consumers and periodical retailterminals in Guangzhou, this paper studies the influencing factors of consumer journalbrand loyalty and builds the Consumer Journal Brand Loyalty Influencing FactorsModel. According to the study, the influence of consumer journal brand loyaltyincludes consumer aspect and periodical marketing aspect. Intrinsic motivation inconsumer aspect is the most important factor. Only by providing those that meet theinner needs of consumers' interest, hobbies, and values and so on, can consumerjournal foster and improve customers' brand loyalty. While external motivation inconsumer aspect plays an inevitable role in foster and improve customers' brandloyalty. The visual stimulation of the brand image design, advertising, and promotionswould encourage consumers to conduct brand switching, thereby affecting brandloyalty. As for journal marketing aspect, product quality, product image design andadvertising have significant influence on brand loyalty, while price and convenienceto purchase are little influential. Essentially, the influencing factors in journalmarketing aspect perform a role in intrinsic motivation and external motivation inconsumer aspect.As presented in the paper, managers of consumer journals should not only generatemarketing strategy suitable for their own brand style and readers positioning, but alsomake adjustments at any time based on market changes, meanwhile catching thefavorable opportunity of transformation and upgrading of the national culturalindustry development to expand sales channels with the assistance of new mediaplatform.