The Study About The Effects Of Customer Commitment On Brand Loyalty

With the development of society, Consumer diversification and individual demand is gradually strengthened, the traditional brand management approach has been hard to win in the modern competitive advantage, so establishing and maintaining the consumer loyalty has become the focus of attention in theoretical and practical circles, meanwhile, brand has become an important marketing tool for businesses.As the latest phase of brand management theory, many foreign scholars have made a lot of further research on the relationship between consumer commitment and brand loyalty, however, the domestic research still at an initial stage, especially for the mechanism of brand loyalty. At present, most of the current research too much emphasis on satisfaction, rather than the commitment, which affected the completeness of the index system.Based on the systematical research, a conceptual model consisting of drivers of customer commitment, customer commitment and brand loyalty is advanced, making some research hypothesis at every level in this paper. Using structural equation model, the integrated model is tested based on 40O questionnaires which are collected, the results of this study are following:(1)Brand trust, service quality and relationships all have a significant positive and direct impact on affective commitment, especially brand trust; brand trust and service quality have a significant positive and direct impact on financial commitment, especially Brand trust, while relationships have not; All have a significant positive and direct impact on time commitment.(2)Brand trust, service quality and relationships all have a significant positive and direct impact on behavioral loyalty; Brand trust and service quality have a significant positive and direct impact on psychological loyalty, while relationships have not, but it have a indirect impact on psychological loyalty. In a word, they both have direct and indirect effect on brand loyalty.(3)Economic commitment, emotional commitment and time commitment all have a significant positive and direct impact on behavioral loyalty, especially emotional commitment; Economic commitment and emotional commitment have a significant positive and direct impact on psychological loyalty, while relationships have not, but it have a indirect impact on psychological loyalty.