Study On The Influencing Factors Of The Brand Relationship Quality Under The View Of The Modern Confucian Yuan Culture

In the background that brand relationships become the focus of the field of marketing research,and localized research is receiving increasing attention,the thesis studies the impact on the Brand Relationship Quality generated by Yuan under the angle of the modern Confucian Yuan culture.First of all,the article recalls relevant theories and research about the meaning and application of Yuan in the modern Confucian Yuan culture,the concept and types of brand relationship,the influencing factors and measure dimensions of Brand Relationship Quality and other aspects at home and abroad.Secondly,on the basis of the literature review,this article sums to obtain the meaning and influencing factors of modern Yuan,and the measurement dimension of Brand Relationship Quality,studies the changing of connotation of modern Yuan and the role of Yuan in the formation process of Brand Relationship Quality through the half-open questionnaire survey,and develops the measurement items of modern Yuan and Brand Relationship Quality.Then,based on the measurement items that have been developed,the paper designs the initial questionnaire and corrects it through the pre-survey,extracts factors of the modern Yuan and Brand Relationship Quality through the analysis of the formal questionnaire,and according to these,the paper constructs the initial model on Yuan and Brand Relationship Quality and puts forward the research hypotheses.Finally,the article carries out the evaluation of goodness of fit and the reliability and validity analysis to the initial model with the Structural Equation Model,and fixes the initial model,determines the influencing path coefficient,tests the research hypotheses.This study found that,Yuan is a relationship or contact between people which is generated based on the special sense of identity caused from the exclusive features shared by both sides,which is can not be attributed to some specific or obvious factors and difficult to explain.The modern Yuan has more subjective initiative,and its fatalistic colors gradually fade out,its formation and development are mainly affected by a number of objective and subjective factors.The influencing factors of modern Yuan can be attributed to three factors,they are "concept-interest","cognitive-background" and "attitude-timing".Yuan plays a catalytic role in the formation of Brand Relationship Quality,the Yuan-based Brand Relationship Quality can be attributed to six factors,they are"commitment/dependence","emotional/concems","familiar/preferences","trust/satisfaction","links/match" and "perception/affinity".Accordingly,the paper builds a theoretical model,proposes 18 hypotheses,through empirical research,it shows that hypotheses H9,H10,H11,H13,H14,H15,H16,H17 and H18 have been validated,the "attitude-timing" factor of the modern Yuan has the greatest influence on all the factors of Brand Relationship Quality,and their path coefficients all have reached about 0.8.The conclusions of this study are all have important reference value on both brand management theory and brand management practice.