The Empirical Research On The Effect Mechanism Of China–honored Catering Brand Authenticity And Brand Loyalty

Brand authenticity is very important for the brand managers.With the modern western restaurant comes,operation of China time-honored catering enterprises becomes more difficult,the reason is because these time-honored catering brands are excessive commercialization and lose brand authenticity.There is no lack of relevant research,but from the perspective of authenticity,the study of how to get out of the plight of China time-honored catering enterprises is still relatively scarce.Based on the authenticity of the brand,this paper verifies the relationship between brand loyalty,brand trust and brand loyalty.Based on the theory of authenticity,this paper analyzes the formation mechanism of consumers’ brand loyalty of China time-honored catering enterprises,and builds the model of brand authenticity,brand trust,brand attachment and brand loyalty.In the context of China time-honored catering enterprises,we study original authenticity and self authenticity how to the impact on brand attachment trust and loyalty.This article uses the questionnaire method,selects the university student and the consumer as the investigation object,takes the old brand dining brand as the research object,using SPSS and AMOS statistical software to carry on the data analysis.The empirical results show that the original authenticity and self authenticity have positive impact on brand attachment,and loyalty,but the effect of constructive authenticity on brand trust,loyalty and attachment is not significant.And study shows that brand attachment can positive influence brand trust.At the same time,research shows that brand trust and attachment have mediation between the brand authenticity and brand loyalty.This is the first time that combines the brand authenticity and brand relationship theory to study the formation mechanism of China time-honored brand loyalty.It broadens the research field of authenticity,authenticity and puts forward the feasible suggestions for China time-honored catering enterprises from the point of view of combining brand authenticity and brand relationship.