Research On The Influence Path Of Product Quality Responsibility On Brand Loyalty

With the deepening of globalization and the intensification of international market competition,the world economy has entered the era of brand development.In order to enhance the core competitiveness of enterprise brand,China has increased its support and investment in brand building in recent years.As an invisible property of an enterprise,brand is the value pillar of the existence and continuity of an enterprise,representing the soft power of the enterprise.For consumers,brand represents the guarantee of high quality products,which can satisfy their consumption demands and ultimately externalize this emotion into recognized consumption behavior.For enterprises,brand recognition means stable market share and loyal customer groups.Brand loyalty constitutes the logical starting point and final destination of enterprise brand building.Further,marketing practice and theoretical research found that fulfilling product quality responsibility can convey more positive information to stakeholders,which is a new entry point to enhance consumer brand loyalty.However,the two marketing “strange phenomena” of “cottage rampant” and “good goods are difficult to sell” indicate that product quality responsibility and brand loyalty are not simply linear.Therefore,exploring the impact mechanism of product quality responsibility on brand loyalty and other key mechanisms will help business managers to realize the importance of the effective implementation of product quality responsibility on brand loyalty,and the conclusions can provide decision-making reference for managers to strengthen brand building and implement quality management.In order to solve this problem,based on the existing research conclusions on product quality responsibility and brand loyalty,and combined with stakeholder theory,social exchange theory and social identity theory,this paper constructs a theoretical conceptual model of product quality responsibility,corporate reputation,brand identity and brand loyalty,and puts forward specific research hypotheses.Empirical research method was used to verify the validity of the theoretical model and research hypothesis by using 224 valid questionnaires and SPSS 20.0 and AMOS 25.0 data analysis software.Reliability and validity test,confirmatory factor analysis and structural equation model were used to verify the validity of the theoretical model and research hypothesis.The main conclusions of this paper are as follows:(1)Discussing the direct impact of product quality responsibility on brand loyalty,the results show that product quality responsibility has a significant positive impact on brand behavior loyalty and brand attitude loyalty;(2)Discussing the mediating effect of corporate reputation in the relationship between product quality responsibility and brand loyalty,and finding that corporate emotional reputation is in the relationship between product quality responsibility and brand loyalty.Among them,brand identity plays a part of mediating role,while corporate cognitive reputation has no mediating role;(3)This paper explores the mediating effect of brand identity in the relationship between product quality responsibility and brand loyalty,and finds that brand identity plays a part of mediating role in the relationship between them.