Brand Loyalty Research In Heterogeneous Circumstances

For long term, how to maintain the customer loyalty, not only is the focus of enterprise marketing activities, but also the determination of the successes of the enterprise. Existed customer loyalty is the goodwill of the business, which can be managed and used properly, can add the value to the business. Therefore, domestic and foreign companies take the advantage of brand loyalty, in order to take the competitive position and try to make more profit from the brand. In this intense competition of marketing strategy, large amount of international enterprises, which bring their capital and developed management skills, are the major threat to the national businesses. How to foster loyal consumer groups is the big concern of domestic enterprises, the key to that question is to understand the formation processes of customer brand loyalty, and to understand impact factor of the brand loyalty. China is a highly heterogeneity market, which is far different from the Western developed countries. Therefore, foreign brand management theory would not apply to China's specific national conditions straight way. Base on this point, this article is trying to resolve the formation processes of customer brand loyalty and to understand influencing factors of the brand loyalty under this highly h(?)ogeneous domestic market.In Chapters II and III, are qualitative and quantitative research about brand loyalty definition, the impact of factors, and consumer's cognitive structure; on the basis of the anterior two chapters, Chapter IV processed consumer brand loyalty formation process, and achieved the study framework; on the basis of the framework, Chapter V developed proper research tools and questionnaires with rigorous testing, a formal research questionnaire finalized; two types of consumer goods, mobile phone and oil water, are used as the carriers in order to conduct the empirical research. The study issued 1000 questionnaires around nationwide, respectively using correlation analysis, factor analysis, cluster analysis and regression analysis and other methods for the quantitative analysis to prove the hypothesis; in the seventh chapter, research findings and recommendations were presented through empirical findings.