A Study On The Impact Of Consumer Perceived Quality On Brand Loyalty Based On Nostalgia Products

The research of this paper is mainly based on the following two points:The rising of consumer nostalgia nostalgic consumption as well as in how to maintain the right nostalgic brand loyalty.Nostalgic consumption boom in China is gradually emerging. Currently, the Nostalgia is gradually penetrated into all levels of society. The various nostalgic themes are also endless. With the heat wave of nostalgia, coming out a phenomenon: Once an market emerging, all companies will be swarmed with associated production and speculation, the problems caused by this phenomenon makes a nostalgic theme last quite short, because of the collective production and public businesses to consumers quickly repetitive speculation on this subject produced a nostalgic sense of boredom. Therefore, how can the consumer boom has been the rising of nostalgia nostalgic theme of allowing each one to get a good continuation, and that businesses can continue to profit is the second question that we should focus on. On this issue, I will analyze this issue into the following levels:one for the relationship between perceived quality and brand loyalty research, although the relevant content is very rich, the coverage of these studies is compared wide. And most of them are for different industries and different product categories environmental studies conducted. The content for specific studies is few; Second, nostalgia product for such a special product, the consumer’s nostalgia will produce what kind of brand loyalty effects. This paper attempts to analysis the relationship between consumer nostalgia and brand loyalty, to make up for the weak brand research theory part, which is the starting point of this study.This study is from the perspective of empirical analysis, based on open and closed questionnaire survey which is the data collection methods. Depth the relationship between perception nostalgic product quality and brand loyalty.Since situational differences, this paper using open questionnaires, finding out several product categories defined in nostalgia, and finally use it for formal research. Using exploratory factor analysis and confirmatory factor analysis to ensure the survey scale reliability and validity, and analysis nostalgic products perceived quality and brand loyalty relationship regression, and ultimately build the perception of product quality and nostalgia brand Loyalty relational model. Although the taking of samples of paper and relationships between variables exist certain of limitations, it is still perceived quality and brand loyalty and broadens the research ideas.