Study On The Relationship Among Brand Image, Brand Trust And Brand Loyalty For Credit Card

With the rapid development of China’s economy, the continuous improvement ofthe consumption level of residents, credit card consumption of residents’ daily life isbecoming increasingly popular. Because our country has a huge consumer groups,together with the size of the market effect of the credit card industry in China has notyet appeared. Therefore, the credit card industry in China is bound to becomeincreasingly fierce competition. Each credit card issuers to the huge competition theymay need to find ways to improve the target audience for the brand trust and brandloyalty of credit card.New hired college graduates in the golden age of the accumulation of experience,therefore because of the experience and junior earn less and spend more often to make ends meet become a common phenomenon. Credit card in advance ofconsumption concept is perfect for them. Therefore, based on the new hired collegegraduates as the research object, adopt the method of empirical study, to verify thatattract new hired college graduates customers of brand image influence factors, therelationships of credit card brand image, brand trust and brand loyalty, the influenceof brand trust in between the brand image and brand loyalty plays a mediating role.In this paper, the author through consulting a large number of literature,summarize and define the concept of the credit card brand image, the credit cardbrand trust and the credit card brand loyalty, and brand image can be divided intobrand performance, brand personality, company image three dimensions; Brandloyalty can be divided into behavioral brand loyalty and attitude loyalty twodimensions to study the relationship between the three variables and their relateddimensions. In this paper the brand image, brand trust and brand loyalty of credit cardof the theoretical model and research hypothesis is proposed, and throughquestionnaires, carries on the empirical analysis to verify the proposed hypothesis ornot. This paper designed and questionnaires of250, recycling effective questionnaire240; Data by using SPSS18.0to recycling factor analysis, correlation analysis andregression analysis, finally draw the following conclusions:The brand image affects the brand loyalty of credit card. Credit card brand image of the brand performance, brand personality, the company image, respectively, have apositive impact on the credit card brand loyalty of the behavior brand loyalty andattitude loyalty. Which credit card brand performance toward behavior brand loyaltyand attitude brand loyalty effect were the highest, followed by the effect of thecompany image, the last is the influence of brand personality. Credit card brandimage affect the brand trust. Which credit card brand performance had the highestpositive effect of brand trust, followed by the positive effect of brand personality,finally is the positive influence the company image. The brand trust influence thebrand loyalty of credit card. The positive effect of the brand trust towards attitudebrand loyalty is greater than the positive effect of the brand trust towards behavioralbrand loyalty.Credit card brand trust in between its brand image and brand loyalty plays a roleof intermediary. Brand trust in between the brand personality and brand attitudecompletely plays a role of intermediary; Brand trust in between brand performanceand behavioral brand loyalty, brand personality and behavioral brand loyalty,company image and behavioral brand loyalty partially plays a role of intermediary.Brand trust in between brand performance and attitude brand loyalty, company imageand attitude brand loyalty partially plays a role of intermediary.Based on the empirical analysis of test results and draw the conclusion of this article. Based on the conclusion, the author attempts to put forward reasonableopinions and suggestions for credit card issuers. Finally this paper analyzes thedeficiencies and limitations in this study and put forward the outlook for futureresearch.