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Brand personality perception study on the impact of brand loyalty

Author: LiuLiuPing
Tutor: JingJinAn
School: Jiangxi University of Finance
Course: Business management
Keywords: Perception of brand personality Brand identity Brand Loyalty Proposal
CLC: F273.2
Type: Master's thesis
Year: 2009
Downloads: 299
Quote: 6
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Abstract


Build brand loyalty is a modern enterprise an important means of seeking competitive advantage, the modern enterprise competition is mainly loyal customers of the competition. The reaction of consumers to the brand perception of its impact on the basis of brand personality, brand asset management is the core of building a unique brand identity features, the brand's unique symbolism and personality is to stimulate consumer brand association and attitude formation The key elements. The final decision is the brand brand position in the market on the whole personality, rather than trivial differences between products. In an increasingly more homogeneous product market environment, product attributes have been unable to continue to provide a competitive advantage. Therefore, the perception of brand personality on brand loyalty-depth study of the impact of the mechanism has a very important practical significance. In this paper, from home and abroad on the basis of research results, from the perspective of the consumer perception of brand personality on brand loyalty impact mechanism. Through theoretical research, this paper defines the connotation of brand personality, brand loyalty concept and systematic review of the brand personality dimensions, the factors affecting brand loyalty and brand loyalty measurement and other related theories. On this basis, the paper Kim Sung brand for the study, presented the brand personality perception, brand recognition, brand loyalty and brand attitude behavioral loyalty relational model. Drawing on existing research in the measurement of each variable on the basis of scale, in Nanchang, Jiangxi Ji'an, Shangrao, Jiujiang and Ganzhou questionnaire survey carried out in five regions of the sample obtained 183 valid questionnaires, and the data were analyzed treatment . Empirical results show that: This article each measuring scale has good reliability and convergent validity, the proposed structural equation model has very good overall goodness of fit; brand identity is the perception of brand personality and brand loyalty influence brand attitude behavioral loyalty an intermediate variable; brand personality perception of the brand identity has a significant impact, its influence reaches 0.614, all of which directly affect; brand personality perception on brand attitude loyalty has a significant impact, the total impact reaches 0.593, which directly affect 0.237 and indirect impact of .356; brand personality perception of the brand loyalty behavior has little effect, its impact is only 0.265, 0.193 indirect impact, but directly affect only 0.072; brand identity and brand loyalty on brand attitude has a significant behavioral loyalty effect, in which the brand attitude Loyalty 0.579, all direct impact on brand behavioral loyalty impact of 0.224, mainly indirect effects; brand attitude loyalty to the brand behavioral loyalty has a significant impact, the impact is 0.235. The research results show that distinctive brand personality brand resonance easy-to-consumers, help to improve consumers' brand identity. The high degree of brand recognition and brand means that consumers continuing relationship between the formation of long-term, can increase consumers' brand loyalty. Therefore, the corporate brand building and management strategies should be to shape a distinctive brand personality based to strengthen brand identity as the way to improve consumers' brand loyalty for the purpose of expansion.

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