Forming Mechanism And Empirical Study Of Brand Loyalty Of Durable Consumer Goods

With the increasingly fierce competition in the consumer market and the increasing cost of competition for customers,customer brand loyalty has gradually become the magic weapon to win the enterprise market and the ultimate goal of marketing.In recent years,the issue of brand loyalty has received increasing attention from scholars,and many fruitful research results have been achieved.However,the academic community has not yet formed a unified understanding of the formation mechanism of brand loyalty,lack of systematic research on the antecedents and consequences of each influencing element of brand loyalty.Scholars still have big differences and disputes on the relationship between certain drivers and brand loyalty and the relationship between certain drivers.Therefore,a comprehensive and in-depth understanding of the drivers,moderators and formation mechanisms of brand loyalty can not only clarify misunderstandings,further enrich and improve the brand marketing theory system,but also establish a way for companies to cultivate brand loyalty and clarify the strategic direction and focus,continuously improve customer brand loyalty,and maintain the competitive advantage of the company to provide theoretical guidance.Brand loyalty involves many disciplines,such as psychology,sociology,economics and management.This dissertation is mainly based on the cognitive trust theory,brand marketing theory,relationship marketing theory,corporate reputation theory and consumer innovation theory in these disciplines.The formation mechanism of brand loyalty,the mechanism of perceived quality and brand reputation on brand loyalty.The relationship between the various influencing factors of loyalty has been studied in depth.This dissertation took consumer durable goods brand loyalty as the research object.First,based on the review of the literature related to brand loyalty,this dissertation systematically sorted out and summarized the definition,classification,influencing factors,classic models of brand loyalty;Second,through literature research,in-depth interview,questionnaire survey,project analysis,bootstrap analysis and factor analysis,the consumer comprehensive innovation scale and brand reputation scale were constructed and verified;Third,Continued to take the mobile phone brand as an example,on the basis of the reliability and validity test of Scale of five influencing factors(perceived quality,brand reputation,perceived value,customer satisfaction,customer trust),gradually analyzed the direct and indirect effects of perceived quality and brand reputation on brand loyalty,as well as the relationship between intermediary variables(customer satisfaction,customer trust,perceived value);Fourth,based on the preliminary exploration of the relationship between the five influencing factors of brand loyalty,25 theoretical hypotheses were put forward,and the brand loyalty structure equation model composed of five influential factors was constructed and verified.Through multi-group analysis,the moderating variables that affect the relationship between the various factors of brand loyalty are found;Fifth,verified the applicability of the brand loyalty structure equation model and theoretical assumptions to highly functional tourist shoe brands in consumer durable goods;At the end of this dissertation,the conclusions of the study were discussed,and the limitations of the research and the future research directions were briefly explained.In short,this dissertation conducted empirical research on the background of two representative industries in the consumer durable goods industry(mobile phone industries and travel shoe industries).Theoretical assumptions were carried out to clarify the driving factors of brand loyalty and the causal relationship between them,and to explore the formation mechanism of brand loyalty and the mechanism of perceived quality and brand reputation on brand loyalty.The main research conclusions of this dissertation:(1)Perceived quality and brand reputation are covariant covariant relationship rather than ausal relationship;(2)Perceived quality and brand reputation indirectly affect brand loyalty through customer satisfaction,customer trust and perceived value,but The two factors have different ways of acting on brand loyalty;(3)Customer satisfaction is not the primary factor affecting brand loyalty.The greatest impact on brand loyalty is customer trust,followed by perceived value,third is customer satisfaction,fourth is brand reputation,and fifth is perceived quality;(4)Customer trust plays a complete intermediary role between customer satisfaction and brand loyalty;(5)Customer satisfaction is the cause,and perceived value is the result.It is a satisfaction value causal chain,not a value satisfaction causal chain;(6)The comprehensive innovation of consumers is a very important moderating factor that affects brand loyalty.There are three main innovation points in this dissertation:First,this dissertation not only put forward the concept and scale of consumer comprehensive innovation,but also put forward the viewpoint that consumer comprehensive innovation is a very important moderating variable that affects brand loyalty.This dissertation put forward the concept of consumer's comprehensive innovation,using literature research,in-depth interviews,questionnaire survey,factor analysis,structural equation modeling and other methods to propose and verify the consumer's comprehensive innovation scale.Research showed that consumers' comprehensive innovation should be measured from four dimensions:consumers' personal innovation,consumers' social innovation,consumers' attitudes towards new products,and consumers' behavior towards new products.The research also showed that consumer comprehensive innovation plays a positive moderating role between brand reputation and brand loyalty,and between customer trust and brand loyalty;consumer comprehensive innovation is a more important moderator than gender variable.Second,this dissertation proposed and validated the brand loyalty structure model,clarified the driving factors of brand loyalty and the relationship between them,clarified the formation mechanism of brand loyalty,and explored the mechanism of perceived quality and brand reputation on brand loyalty.The model is composed of six latent variables such as perceived quality and brand reputation.In particular,it explored the path through which perceived quality and brand reputation act on brand loyalty through three intermediary variables:perceived value,customer satisfaction,and customer trust.It logically clarified the path of brand loyalty and the causal relationship between the driving factors of loyalty and brand loyalty.This model clarified some misunderstandings between customer satisfaction and brand loyalty.This model showed that customer satisfaction does not directly affect brand loyalty,but indirectly affects brand loyalty through customer trust.Third,this dissertation proposed and validated brand loyalty structure equation model;designed and validated the brand reputation scale.The structural equation model provided a theoretical model for the evaluation of brand loyalty of various industries and enterprises in our country,and set a theoretical foundation for the development of brand loyalty questionnaires.The proposed brand reputation scale adds the brand integrity dimension and the brand status dimension suitable for my country's national conditions.Among them,the brand integrity is the same important as brand reputation.The importance of the brand's status dimension is equal to the importance of the brand's popularity dimension.Both of these indicators are vital to the measurement of brand reputation,but they are ignored by people.The proposed measurement model provided a scale for Chinese enterprises to accurately measure brand reputation.