Study On Customer Relationship Value Influenced By Brand Fit

Customer relationship value is the important concept in relationship marketing theory, whose factors was got around customer satisfaction, brand loyalty and so on in consume market by paradigm of transaction marketing. This paper summarized in the domestic and international inspection materials of brand equity, brand Relations and so on, and studied mechanism that customer relationship value was influenced by brand fit with the firm fact that brand impact customer relationship by paradigm of relations marketing. The article aimed at providing strategies of customer relations development and reference for increasing customer relationship value.Under the consumer perspective, the object of study in this paper was mechanism that customer relationship value was influenced by brand fit (the realization of psychological contract in brand). This paper's track of study is as follows: literature reviewing and summation of research related, defining variables and analyzing composition, putting assumptions and theoretical models construction, empirical research design and results analysis, realistic expansion on conclusion of the study. There are three main themes in this paper: 1 .dimensions of brand equity of in different types and customer relationship value 2.the definition and dimensions measurement of brand fit 3.the mutual influence of dimensions of brands fit and the its paths and role which acted on customer relationship value. The article established measurement model of the brand fit and theoretical model that brand fit acted on customer relationship value, which included six assumptions. By the data obtained through a questionnaire survey which was mostly processed by factor analysis and structural equation modeling, by, and other data analysis, the paper got the following key findings: 1. Brand fit including three dimensions as brand association fit, perceived value and brand loyalty fit; 2.Perceived value fit and brand loyalty fit have a significantly positive role on customer relationship value, which role of brand loyalty fit is stronger than perceived value fit, 3. brand association fit has a positive role on perceived value fit and brand loyalty fit, and perceived value fit has a positive role on brand loyalty has positive effect. According to this study concluded, the manufacturer's brand fit with customer's benefit first need "Bingxingxiangtou", then the second is "Mendanghudui", that is, perceived value and brand loyalty fit is the fundamental way to improve customer relations value, through which brand association fit could indirectly improve customer relations value.