Study On Brand Loyalty Hopeshow

Consumer brand loyalty plays an absolutely positive role in corporate profits,therefore, companies are trying to improve the brand loyalty, in order to reduce customer churn rate. But with increased consumer awareness, new products constantly updated, and the rapid change of society, to maintain brand loyalty becomes very difficult. This paper mainly studies brand loyalty of Hopeshow.First of all, according to the theoretical analysis and literature research, combining with the characteristics of the apparel industry, on the basis of expert interview, screen out9 factors influence of brand loyalty of Hopeshow, including advertising, sales promotion,corporate social responsibility, product quality, brand awareness, attitude self-image,diversity seeking attitude, switching cost and related groups. According to the modeling ideas, combined with empirical research, concept model of the influence factors of brand loyalty of Hopeshow is established. Secondly, on the basis of theoretical analysis and expert interview, the test questionnaire of brand loyalty of Hopeshow is made. In White and ginza mall Donggou shops in Shijiazhuang, the 300 consumers is received the questionnaire survey, and the recycling questionnaire using the SPSS data analysis. For Reliability analysis of SPSS, all the project internal consistency is good. Through stepwise multiple regression analysis, from the enterprise level, the consumer level, social responsibility, the attitude of the self-image, the influence of relevant groups, advertising,sales promotion is the main factors influencing the consumer’s brand loyalty, and corporate social responsibility is one of the most important influencing factors.Next, use AHP to establish brand loyalty evaluation index system of Hopeshow. The primary index is brand loyalty, secondary index for from enterprises, consumers and social culture influence factors of three angles. Using multilevel fuzzy analysis found that Hopeshow has a certain amount of brand loyalty, loyalty in middle class, and there is still a gap compared to the strong brand loyalty. It’s at the enterprise level has brand loyalty, on average; Good corporate social responsibility of Hopeshow makes a significant contribution to the brand loyalty.Finally, aiming at the shortcomings of the existed brand loyalty of Hopeshow,countermeasures were put forward in order to improve brand loyalty of Hopeshow.