Research On The Impact Of Consumer Perceived Product Innovation On Brand Loyalty

Under the new economic normal, the brand has become one of the core factors of China’s enterprises. At the same time the research on the brand of the academic community has formed a comparatively perfect theoretical system, academic research on brand loyalty has been extended.Especially from the perspective of enterprise value chain, technological innovation in product development, production process that brand is directly facing the target market. The enterprise support external brand image through internal innovation of science and technology, consumers through the output results of the enterprise finally, namely the enterprise brand image and product performance to choose goods. The associative memory model theory is that if a consumer for a particular product isPerceived innovation show, it will definitely affect the consumer brand awareness. Based on this,this paper combines the brand theory,the enterprise value chain theory,signal theory and innovation diffusion theory from the perspective of consumers on product innovation perception on brand loyalty effect.In order to explore the mechanism of the effect of perceived product innovation of brand loyalty, the author reviews the previous research about the perception of product innovation and brand loyalty, determine the theoretical support of this study, theoretical model and a series of assumptions, adding the intermediary variables of brand image and customer perceived value in the theoretical model, adjust innovative consumer variables through the empirical analysis to verify the theoretical model and hypotheses, in the process of empirical analysis mainly uses the perception of product innovation, brand image, customer perceived value, brand loyalty, consumer innovation five latent variables scale was used to collect data, and use the structural equation model and multipleThe regression analysis method to verify the theoretical model and hypotheses.The results show that: (1) the study found that the two dimensions of perceived novelty and perceived product innovation significance will have a significant direct impact on the consumer brand loyalty. Thus, the enterprise can strengthen the innovation ability and the new product promotion ability, promote consumer loyalty to the enterprise product brand. (2) perceived novelty and perceived product innovation significance on brand image and customer perceived value will have a significant impact, and perceived novelty and perceived product innovation significance will be through the brand image and customer perceived value to brand loyalty has significant.(3)the relationship between consumer innovativeness of consumer perception of product innovation and brand image have a regulatory role, high innovation people perceived product product innovation effect on the role of brand image is higher. And the relationship between consumer innovativeness of consumer perception of product innovation and customer perceived value, the relationship between the consumer perception of product innovation and brand loyalty has no significant regulation.In the commodity homogenization of serious competition in the market environment can effectively distinguish the brand products, to help consumers make choices, so good brand image is one of the most important competitive advantages of enterprises. This paper studies the influence mechanism from the perspective of consumers perceived product innovation of brand loyalty, on the one hand to provide new starting point for the related research brand loyalty and perceived product innovation, but also improve consumer brand loyalty for the enterprise, improve customer perception of product innovation, provide a theoretical basis for mining potential customers and strengthen the brand experience, provides a new perspective and approach to improve the brand competitiveness of enterprises.