The Study On Animation Brand Image Effect On Brand Loyalty

As its continual improvement and development in recent years, China's animation industry has been highly valued by the state, and has a good momentum of development with a group of animation businesses born under the government support. Currently, several animation industry production bases have been initially formed in Shanghai, Changsha, Guangzhou, and Shenzhen, etc. At present, the Chinese animation market has entered the era of brand competition, which is the inherent nature of the competition between animation businesses. The brand image, as the main source of brand equity, plays the key role in driving the brand equity. In such case, an animation business can develop a unique brand image through brand positioning and marketing activities, so as to build an attractive brand differentiation strategy to minimize the brand competition, and ultimately realize the formation of a strong brand.This paper first conducts a literature review on the theories of brand image, brand loyalty, perceived quality, perceived value as well as customer satisfaction, and then puts forward a measurement system of animation brand image through a qualitative analysis on base of the previous achievements, thus to set up a mechanism model of animation brand image on the brand loyalty. The data required in the empirical study is attained through questionnaires, with the SPSS17.0 statistical software adopted for the data analysis. Factorial analysis examines the reliability of the measurement of animation brand image, for which a measurement model is formulated. Subsequently, reliability analysis examines the reliability of data as well as the related coefficients between variables. Finally, the multiple regression analysis examines the mechanism model of animation brand image on the brand loyalty together with its hypothesis.This paper draws the following main conclusions based on the empirical analysis above: (1) animation brand image is multidimensional, and composed of six dimensions, namely the animation character image, animation story image, product image, market performance, as well as the brand personality. (2) After the examination of the mechanism model of animation brand image on the brand loyalty, the empirical results show that: the animation character image has direct and positive influence on the perceived quality, perceived value, and customer satisfaction and brand loyalty, and indirect influence on the perceived value, customer satisfaction and brand loyalty. (3) The brand personality is the most critical factor in influencing the brand loyalty among all the six dimensions. The conclusions in this paper bring three inspirations to the animation business as follows: (1) brand image has influences on the perceived quality, perceived value, customer satisfaction as well as the customer loyalty, therefore, to set up a positive brand image is favorable for creating value for an enterprise. (2) In order to set up a brand image, an animation business should have clear strategies to differentiate the different influences of brand image on customer behaviors during different processes. Brand personality is a key factor to influence the brand loyalty of customers, and it should be highly valued in drawing up brand strategies. (3) To select the best marketing communication strategy, animation enterprise should take care of the complementary and alternative effect between marketing communication strategy and the dimensions of brand image. (4) Animation enterprise should be fully consider 15 to 30 years old consumer groups in positioning the brand image and making marketing strategies to expanding consumer market.