Brand Image Impact On Customer Satisfaction And Customer Loyalty

As brand equity has become the most important intangible asset, brand economy is becoming the mainstream of modern economic. Brand image,as the core of brand equity is an important research topic in marketing academia. In recent years, domestic and foreign scholars began to explore brand image influence on customer satisfaction and customer loyalty, combining industry-specific research and brand image elements of its impact. Today, the scientific community has not involved the relationship between the mobile phone industry, the factors of brand image and its impact on customer satisfaction and customer loyalty.Based on the above, this paper surveyed mainly on Shanghai mobile phone users. It researched the brand image of the mobile phone industryand its factors, the impact of customer loyalty and explore the existence of an intermediary role of customer satisfaction between customer loyalty in the brand image affect.This paper uses the theoretical research and consumer surveys, and apply SPSS17data on statistical analysis such as the main descriptive statistical analysis, reliability and validity analysis, factor analysis, correlation analysis and regression analysis. Through the analysis,I draw the following conclusions:1.By analyzing, we find the domestic marketing academics on the brand image is still too fragmented and lack of industry-specific, the breadth and depth of study need to further tap.2. Identify the constituent elements of the mobile phone brand image including the brand image of the brand image of the functional and symbolic brand image and experience. The phone features brand image can be broken down for three dimensions: performance, and perception of of price and service quality. Phone symbolic brand image can be broken down to two sub-dimensions of social recognition and personalized expression. Developing the brand image for the mobile phone industry evaluation scale. The scale can be used as mobile phone companies to measure the brand building tool that can guide the practice of brand building. Explore the mobile phone brand image elements and its impact on customer loyalty is found through empirical study,it shows there is a significant positive correlation between the various dimensions of the mobile phone brand image and customer loyalty. Specific to the dimensions of brand image, through empirical analysis, we draw the following conclusions:the phone functionality of the brand image dimensions has an impact on customer loyalty, specifically, positive significant effect on the performance, service quality, followed by perceived price; phone symbol of various dimensions of brand image on customer loyalty, positive significant impact on efforts to personality expression, followed by social recognition; phone experience brand image on customer loyalty, positive significant impact.3.Verify that customer satisfaction plays an intermediary role in the impact of brand image on customer loyalty. The various dimensions of the mobile phone brand image and customer satisfaction has a more significant positive correlation than customer loyalty, but high levels of satisfaction does not necessarily bring a high level of customer loyalty. Companies can not just focus on the pursuit of customer satisfaction. They should stress the customer loyalty and high satisfaction.According to the conclusions, this paper proposes3marketing proposals:1. The mobile phone companies should pay attention to the improvement of the quality of service and cultivate consumer loyalty on the mobile phone brands. In advertising and public relations, mobile phone companies should focus on shaping the brand personality and image of the expression characteristics.3. mobile phone companies should focus on providing consumers with the perception of pleasure, diversification, and cognitive stimulation.