Comparative Research On Influencing Factors Of Consumer Brand Loyalty Between China And Britain

The rapid and continuous development of international trade and opening of market providesincomparable chances than ever before,but at the same time,brings forwards tremendouschallenges as well. To obtain and keep competitive advantages in such a worldwide market,allenterprises need to fit in with the new different-cultural market, understand correspondingmarketing strategies for different specific cultures, cultivate consumer brand loyalty, and avoidthe running off of consumers and continuous decreasing of marketing shares. Now mostenterprise are concerned about how to cultivate high loyalty consumers group under different-culture background,while the key to cultivate high loyalty consumers group is to learn aboutforming process of consumer brand loyalty and know which factors can effect consumer brandloyalty and to what degree that been effected. The target is finding out factors that effectconsumer brand loyalty under different-culture background in China and UK. The paper analyses the discovered similarities and differences with relation between humanbeing and nature, attitudes towards time, individualism/collectivism,and avoiding to risk, thenget the results of behavior difference. Moreover, the paper brings forward several supposes fromthe consumers culture difference lever and the marketing lever, designs the questionnaire forfurther research comes into being, and is translated into English under strict requirement. As the pivot test,formal test also picks university students in China and UK samples. By dataand rgression analysis of recalled valid questionnaires, we find that the influencing factors of theconsumer culture difference level and the marketing level make great effects on consumer brandloyalty. By combining research results with practical experience, the paper puts forwards customer-loyalty fostering strategies . In the end,the paper points out the achievements and limitations ofthe study,expecting to provide realistic support for actual marketing practices and to set anexample for further research.