Research On The Impact Of Functional Value Of Enterprise Products On Brand Loyalty

Brand is a kind of identification mark,a spiritual symbol,a value concept,and is the core embodiment of excellent quality.Brands are created to identify the products or services of an enterprise because of the need for competition.Brand design should be unique,have distinct personality characteristics,differentiate from competitors,and represent the unique culture transmitted by the company,so that the brand positioning can meet the consumer needs of the target market and enhance the customer's loyalty to the brand.Brand loyalty includes both attitude loyalty and behavioral loyalty.It requires consumers not only to purchase will,but also to express their loyal attitude with actual purchase actions.Therefore,the formation of brand loyalty is not an easy task and a systematic study of this issue is needed.In recent years,with the development of the national brand plan,the brand has received great attention from the industry and the academic community.How to build a high-quality Chinese brand and improve consumer brand loyalty has become an important issue for brand development.Based on the theory of customer experience and perceived value,this paper systematically studies the issue of brand loyalty from both functional and emotional values.It is believed that the first step to enhance brand loyalty is to enhance the functional value of products.This paper extracts the concept of product functional value based on the relevant literature,which means that consumers can intuitively perceive and form brands through the process of purchasing products.The basic aspects of the initial impression of the product include the three dimensions of product quality,service quality and perceived price.But nowadays,in the market,products and services are homogenized and prices are assimilating.Consumers not only want to get some functions of products,but also want to express their own value propositions,show their way of life through brands,pay more attention to the expression of brand emotional value related to brand ethics and brand trust,and pay more attention to brand values.Enterprises should not only pay attention to the promotion of product functional value,but also inject ethical value into it.By fulfilling corporate social responsibility,enterprises can convey their values in economic,environmental and social responsibility,and have emotional resonance with consumers,so that consumers can have a high sense of trust in brands when they perceive or predict risks,thereby enhancing brand loyalty.Based on the above discussion,this paper chooses brand ethics and brand trust as an intermediary to study the mechanism of product function value on brand loyalty and construct the theoretical model of this paper.And choose the mobilephone brand as the research object,select the sample as a general individual consumer,and verify the feasibility of the model for the B2 C market.Finally,through empirical research,the conclusions are drawn:(1)Product functional value has a significant positive impact on brand loyalty,brand trust and brand ethics;(2)Brand ethics has a significant positive impact on brand trust.(3)Brand ethics and brand trust play a mediating role between product functional value and brand loyalty.This research not only enriches the existing theoretical system of brand loyalty,but also provides reference for the related research of local context,and it also has certain practical significance.Enterprise's emphasis on brand ethics and brand trust is conducive to building high-quality brands,enhancing brand image and reputation,conducive to brand positioning and the construction and development of future brand communities,bringing brands closer to consumers and enhancing brand competitiveness.Therefore,this study can provide some theoretical guidance for corporate marketing practice.According to the research results of this paper,the following countermeasures can be proposed for marketing management:(1)attaching importance to enhancing the functional value of products;(2)injecting ethical value into the functional value of products;(3)strengthening the construction of brand trust.