Empirical Research On Influencing Mechanism Of Mobile Phone Brand Personality To College Students’ Brand Loyalty

As the rapid economic globalization development of the market environment, more and more consumers treat brand consumption as a kind of fashion to reflect their own unique brand personality and consumer values forms. Especially for Chinese companies, the increasing pressure from domestic and international market competition makes it have to give up the competition mode which depends on cheap products, and then to choose the brand competition mode instead. As one of the important intangible assets for the enterprise, brand is the crucial factor which can decide the market competitive position of enterprises, and establish brand loyalty of consumers is an important way to help enterprises to gain more competitive advantage. As the product homogeneity problem increasing seriously, pursuing the distinctive personality of brand can improve brand identification and prompt consumer to form brand loyalty, thus to bring the rich brand premium for the enterprises. This article will specifically study the influence of different brand personality dimensions on brand loyalty formation mechanism, and give some specific suggestions to develop brand personality of enterprises and to improve consumer brand loyalty, which can provide reference for enterprises to enhance their competitiveness in the industry.This article embarks from the Chinese native culture perspective to divide the brand personality into "benevolence""wit""bravery""happiness" and "elegance". Basing on the theory of exchange, brand relationship type is divided into two dimensions including instrumental and affective relationship. Adopting the method of questionnaire with the Chinese college students as the research group, with mobile phone brand as the research object, basing on the relationship among brand personality and brand relationship type and brand loyalty, this article builds the brand loyalty mechanism concept model and adopts SPSS19.0software for data analysis. The specific research results show that "benevolence" has a significant influence on instrumental relationship. Each of "benevolence""happiness" and "elegance" has positive correlation with affective relationship. Each of "benevolence""happiness" and "elegance" has positive correlation with brand loyalty. Both of instrumental and affective relationship has significant influence on brand loyalty, and affective relationship’s influence on brand loyalty is greater. Instrumental relationship and affective relationship plays the complete mediating role between "benevolence" and brand loyalty. Affective relationship plays the partial mediating role between "happiness""elegance" and brand loyalty.