Research On The Influence Of Consumer Brand Knowledge Upon Brand Loyalty

In today's increasingly competitive world, the change of market demand mode and boosting up of consumer's subject consciousness result in the transition of competition focus. Consumers'brand knowledge becomes a crucial factor influencing their buying decisions or repeat purchase behaviors. Meanwhile, the focus of research on consumer's behavior also moves from buying behavior to brand loyalty. So how an enterprise create and spread brand knowledge to consumer, then further promote the formation of brand loyalty becomes a hot topic in industry and academia.This research discusses the influence and mechanism of consumer brand knowledge on brand loyalty. Dividing brand knowledge into brand awareness, product awareness and brand value recognition, we construct a conceptual model and introduce some hypotheses. We analyze the hypotheses through structural equation modeling, the result shows that:Brand awareness has significant effects on repeat purchase and premium paying, but no significant effect on word of mouth spreading.Product awareness has significant effects on repeat purchase, premium paying and word of mouth spreading, this indicates that the positive perception of product attributes will not only lead to consumers'repeat buying, but also because of the perception, they are even willing to give higher price for the product, and they also may introduce the product to their friends and families.Brand value recognition has significant effects on repeat purchase, premium paying and word of mouth spreading. Positive brand value recognition has positive effect on repeat purchase, premium paying and word of mouth spreading.This research not only has enriched the connotation of the influential factors of brand loyalty, but also has provided a new angle for the research of the relationship between brand knowledge and brand loyalty. And also the result is a good reference for company's brand loyalty management.