A Study Of Brand Loyalty About Urban Newspapers

With the developing of brand theory, the brand loyalty as the important subjet of the consumer behavior's study, is also very important in the actual marketing work's status and the function day by day. Along with the sharp increasing of the urbun newspapers quantity and quantity issued as well as the completion of the new medias incubation period, the absolute scale of the urbun newspapers'readers is already close saturated and grows asthenia. To consolidate the newspapers'original reader group, the raise and the consolidating the customer's brand loyalty becomes the inevitable choice to deal with the steep competition.This research takes the brand loyalty as the object of the urban newspaper's study, and conduct the research from the brand loyalty's influencing factor and the customer characteristic difference to the brand loyalty's influence. The urban newspapers'brand loyalty measure model is based on"An empirical model for brand loyalty which in a measurement"article which is published on Journal of Targeting in 2007 proposed by M Punniyamoorthy and M Prasanna Mohan Raj. The author combs further refinement each dimension through the concrete literature and studies the meter through the expert interview and the consumer interview to carry on the revision to consummate and to supplement, attempts to establish suits of the Chinese urban newspapers'measure model of brand loyalty, and take the four metropolis newspapers in Nanjing as the data origin of the empirical study.In order to confirm the revision the model rationality, the author proposed a series of suppositions. Through the expert interviews, the market investigation study and the data analysis, we draw the main research conclusion as follows:1. The 13 suppositions of the urban newspaper brand loyalty factors' had very good support. In the urban newspaper brand loyalty's 13 influencing factors, the collection of information, the brand recognition, the brand choose three factors of the commitment and the repeate purchase are the biggest influence of the urban newspaper brand loyalty, the involvement and brand satisfaction, the brand dependence of the brand trust are the next, the customer who the customer satisfies under the target anticipated, the customer sensation quality the influence are weak to the loyalty, the function value, the sentimental value, the price value, the social value of the the sensation value are smallest influence to the brand loyalty's.2. The customer characteristic has the part support to the urban newspaper brand loyalty influence's five suppositions. We also analysed the impact of the customer characteristic to the urban newspaper brand loyalty, the customer sex does not have the remarkable influence regarding the brand loyalty, but marital status, age, education, income to brand loyalty existence certain influence: the married each target's average value is lower than the unmarried reader; The underage reader and the old age reader are high regarding the loyalty appraisal, but the middle-aged crowd appraises the harsh school record higher brand loyalty appraisal to be slightly obviously lower; The income lowers and compares highers to appraise high, the medium income crowd requests high.3. In regression analysis's foundation, obtains the brand loyalty coefficient using the analytic hierarchy process the regression equation, the empirical analysis obtains the Yangzi evening news, the modern bulletin, the Jinling evening news and the Nanjing morning paper brand loyalty coefficient respectively is 0.3249, 0.2723, 0.2345 and 0.1692, and further analyzes four newspaper brand loyalty the present situation and the c existence insufficiency.This research proposed urban newspaper brand loyalty this brand-new subject, has confirmed the urban newspaper brand loyalty's existence, analysed the brand loyalty of each essential factor's internal hierarchical structure comprehensively, and deepened the customer characteristic to the brand loyalty influence research, provided profited value of brand loyalty's promotion for the urban newspaper and the brand management.