Research On Brand Loyalty Based On Value-in-Context

With the development of society,more and more enterprises have begun to attach great importance to brand building,realizing that brands are their most enduring assets and live longer than their specific products or facilities.The enterprises that do not pay attention to brand building but to pursue sales blindly will not get long-term survival.Brand equity is an important sign that the company's brand is different from other competitive brands,and is reflected in brand value.Brand loyalty is the core of brand equity and one of the indicators to measure brand equity.Its formation process is influenced by value-in-context.The intangible brand value is structured and becomes tangible through value-in-context.The judgment of consumers on how much value the goods or service process can bring themselves depends on the context in which they are.This unique kind of context narrows the gap between brand identity and brand impression and then produces value-in-context.Therefore,studying the influence of value-in-context on brand loyalty is of great significance to the brand building of enterprises.This paper redefines the concept of value-in-context by combing relevant research at home and abroad and combining enterprise cases and introduces brand satisfaction as an intermediate variable.By constructing the conceptual model of value-in-context – brand satisfaction – brand loyalty,this paper studies the relationship between value-in-context and brand loyalty and the mediating role of brand satisfaction in value-in-context and brand loyalty,and explores how value-in-context affects the formation of brand loyalty and in which way it forms brand loyalty.With value-in-context as the independent variable,brand satisfaction as the intermediate variable,and brand loyalty as the dependent variable,value-in-context is divided into three dimensions: consumer brand knowledge,consumer situation,and service communication between consumer and brand.Brand satisfaction is measured as overall satisfaction,and brand loyalty is divided into attitude loyalty and behavioral loyalty to measure.Combining the influence mechanism of value-in-context on brand loyalty,the author proposes four hypotheses: value-in-context has a positive influence on brand loyalty;value-in-context has a positive influence on brand satisfaction;brand satisfaction has a positive influence on brand loyalty;and brand satisfaction has a mediating effect on the relationship between value-in-context and brand loyalty.The influence of value-in-context on the formation of brand loyalty is obtained and the four hypotheses are verified through consumer questionnaires and SPSS statistical analysis.The research results show that value-in-context,as the source of brand value,affects the formation of brand loyalty through brand satisfaction.Value-in-context and its various dimensions have a positive influence on the formation of brand loyalty.The higher the value-in-context,the higher the brand loyalty and the brand equity;brand satisfaction has a positive influence on the formation of brand loyalty;brand satisfaction has a mediating effect on the relationship between value-in-context and brand loyalty.To achieve sustainable competitive advantages in an unpredictable market,enterprises should constantly build a context in favor of their own brands for the consumer,increase their value-in-context to gain consumer brand loyalty.Brand knowledge is the root;its situation is “qi”;service communication are the soul.Enterprises should start from these three aspects to improve brand loyalty.