An Empirical Research Of The Impact Of Craftsman Spirit Perception On Brand Loyalty

Brand loyalty has always been a persistent concern in academia and business,issues such as the influencing factors of brand loyalty,how to cultivate and maintain consumer brand loyalty,and the importance of brand loyalty have attracted wide attention and research.However,with the development of society,nurture and maintain brand loyalty become more and more difficult.The raised of craftsman spirit brings new ideas to nurture and maintain brand loyalty.However,when enterprises realize the importance of craftsman spirit to brands and enterprises and begin to pay attention to the cultivation of craftsman spirit,the theoretical study on craftsman spirit seems to has not yet started,lots of gaps and the backwardness of theory can lead to the confusion and the stop of the practice.Therefore,the core issue of this paper is the influence mechanism of the craftsman spirit perception on brand loyalty.We consider the brand association as the mediated variable,and product involvement as the moderator variable,try to answer the following questions:Does craftsman spirit perception have an impact on brand loyalty?Is it directly affecting or indirectly affecting on brand loyalty?Will the Craftsman spirit perception inspire consumers brand association?Does the craftsman’s spirit perception have different influence on different dimensions of brand association?When consumers face the different degree of involvement of products,does the craftsman spirit perception have different effects on brand association?Based on the above problems,from the perspective of brand association function,this paper divides it into four dimensions:quality assurance association,personality identification association,social identity association and status association,then constructs the theoretical model and puts forward the research hypotheses.This paper develop the craftsman spirit perception scale,with the existing maturity scale,design the questionnaire,then modify and optimize the scale in the questionnaire through preliminary research to ensure the quality of the questionnaire and data.A total of 241 valid questionnaires were obtained from formal surveys,and the data was analyzed with SPSS20.0 to verify the research hypothesis.Finally,this paper draws five conclusions:(1)craftsman spirit perception has a significant positive impact on brand loyalty;(2)craftsman spirit perception can directly affect brand loyalty,and indirectly affect brand loyalty through the three dimensions of brand association;(3)When the craftsman spirit perception is injected into the brand,it can stimulate consumer quality assurance association,personality identification association and social identity ideals;(4)brand associations positively affect brand loyalty;(5)product involvement plays a moderator role in the influence of craftsman spirit perception on brand association.When product involvement is high,the influence of craftsman spirit on brand association is more significant.Therefore,in the practice of marketing,this paper argues that enterprises should pay attention to the cultivation of craftsman spirit,whether for the brand or employees,or even all aspects of the enterprise,and integrate the craftsman spirit into the corporate culture,which is very important to cultivate and maintain consumer brand loyalty.The main contribution of this paper is develop a measuring scale of craftsman spirit perception,study and measure the influence of craftsman spirit perception on brand association and brand loyalty through empirical methods,and provide some opinions for theory and practice.