The Relation Between The Brand Identity Of Sports Shoes And Brand Loyalty On Campus In ChongQing

The homogeneity of product is more obvious, along with the development of economy and science. It becomes more difficult for the consumer to make a choice when confronting multitudinous information. The brand becomes a ligament of the company and the consumer. Once the consumer creates the relation between the brand and their interest, they will have loyalty for the brand and pay more. Maintenance of old customer's cost is less than getting a new customer. According to the survey, it is 5 times. So how to keep the loyalty will be a question for discussion for the Chinese company.There are a lot of theories discussing brand loyalty, and many experts and scholars do some researches on the factors affecting brand loyalty, such as use of quality,price,customs,age,education,environment,the degree of need and so on. But there are few researches on how to raise the loyalty of brand. It is the time of identity, and the society pays more attention to it. Therefore it is necessary to do some research of identity. Now it is possible to do the work for the development of identity theory. The writer tried to discuss the question in the perspective of brand identity.Firstly ,the essay reviewed the relevant concepts ,such as identity,brand,the identity of band,the factors,the brand loyalty and the measurement of brand loyalty. The writer measured four factors of brand identity, Guarantee, social identification,personal identification,status, which will affect the brand loyalty. After analyzing the data, the writer discussed the results and gave some suggestions.There are two creative points in my paper: firstly, the essay did some positive research on the brand identity, and it is a try of quantitative research. Secondly, there are no theories discussing the rising of brand loyalty, especially in the perspective of identity, so the paper gives some new ideas.