The Effect Of Filial Piety On Intergenerational Brand Loyalty In The Context Of Chinese Culture

It is more and more obvious that focusing on customer has become the trend of marketing theories and practices recent years. And most of companies have been taking customer's loyalty as the strategy to attract and keep their valued customers. They want to drive customer's buying and purchase behaviors to achieve their goals of maximizing customer's assets.Individual ethical values will lead and adjust their thoughts and behaviors for certain goals or orientation. Thus, basing on the context of Chinese culture, this research studies the effect of filial piety on intergenerational brand loyalty.Research questionnaires were mostly focused on students at university. After consolidating the data, the data was analyzed by SPSS software. The method to analyze the date includes one-way ANOVA, independent sample-T test, and so on.This paper totally includes five chapters. The first chapter introduces the background and purpose. The second chapter is mainly literature review. The third and the fourth chapter are quantitative research. The fifth chapter is the finding of this research. The last part of this paper is reference and postscript.This research provides a tool for enterprises to loyally do the marketing. When the local enterprises want to improve customer's loyalty, they should focus on the effect of consumer's value. Taking the degree of filial piety as market segmentation variable to segment the market, and then decide to draw up different marketing strategies.