| With the development of market-oriented economy and the intensification of competition, the gap between two products of the same kind keeps decreasing. Influenced by the tendency of products' homogeneity, people's awareness of the brand is strengthened and the management of brand has become an important strategy for enterprises to become more competitive. After China joined the WTO, the Chinese economy has been fusing into the global economy, and the economic globalization means the brand globalization. Brand loyalty, as an important part of the enterprise brand assets, is a strategic asset for an enterprise, which increases its profits and its competitive edge, therefore, since Copeland put forward the concept of brand loyalty for the first time, it has been a hotspot attracting the attention of the western academic communities and industrial circles. Because the concept of brand loyalty and its forming process are complicated and changeful, brand loyalty are influenced by various factors. Only when enterprises make clear what factors are deeply influencing brand loyalty, and understand fully how these factors are influencing it, can they adopt appropriate strategies of brand management, marketing and so on, take diversified measures pertinently and enhance constantly consumers' brand loyalty.Although scholars both in China and abroad have done a lot of research from different perspectives to define the source, operation mechanism and other relevant factors of demonstration influence, the driving factors of brand loyalty has not been studied in a systematic and complete way, for all the research is done by different scholars from different perspectives. As is shown by the achievements in research so far:The Theory School of the driving factors of brand loyalty takes the customer as the main research object, does research on the driving factors of brand loyalty, and has formed three kinds of different theories: customer satisfaction theory, customer value theory, the double driving factors of value - satisfaction The Positivism School of the driving factors of brand loyalty does research from such perspectives of single factor or multiple factors as service quality, customers' satisfaction, enterprise image, brand awareness, transfer cost, competition in the business and value of customer, consumers' characteristics, and marketing strategies of enterprises. The different... |
