The Empirical Study On The Relationship Between Brand Relationship Form And Brand Loyalty

Competition among enterprises is becoming more and more intensive:on another hand, the consumers'consuming behaviors are more reasonable. The question most enterprises are facing right now is the switching of consumers and continuous decreasing of marketing shares. Therefore, now most enterprises are making more effort to cultivate high loyalty consumers. Customers' satisfaction and trust cannot give a full explanation for the formation of attitude loyalty and behavior loyalty of a brand. The introduction of the brand relationship form, making the study of brand loyalty to a new area, Brand relationship is to embed relationship marketing theory in the back ground of the brand which formed latest theoretical research brand. Good brand relations will retain the brand loyalty customers, reduce customer complaints, etc. Therefore, the study of brand relationship and brand loyalty is especially important for enterprise marketing. This is the problem. This paper attempts to study precisely. This essay will discuss the cosmetic brand's brand relationship form and brand loyalty research.This paper is divided into three parts.The first part is the theoretical part for the article. Firstly introduced the connotation of the brand relationship, and then is the literature review of the brand relationship form and brand loyalty, and then on the relevant theoretical literature, based on preliminary research and assumptions of this article, and selected four brand relationship form and two dimensions of brand loyalty for the design of the scale.The second part is the real evidence. This part was conducted by questionnaires of the Chcedo in Tangshan. Totally,135 questionnaires were distributed and 120 of them were retrieved and 115 were effective. The data was analyzed and reorganized by SPSS via descriptive statistical analysis, ANOVA, variance analysis, relative analysis, etc.The third part is some suggestions.The main conclusions are as follows: (1) There is a significant difference between the brand relationship form and its structural fields about the population statistical variance while there is a little difference between overall brand loyalty and its structural parts.(2) Overall, both assumed instrumental relationship and assumed emotional relationship existing relationship with brand loyalty is not significant; Exchanged instrumental relationship is negative relative with brand loyalty and exchanged emotional relationship has a positive correlation between brand relationship form and brand loyalty.