Study On The Effects Of Consumers' Different Perceived Value To Brand Loyalty

It has 30 years since researched consumer brand loyalty in marketing literature. And already has reached a lot of important conclusion. But most of the studies focused on analysis about the results of brand loyalty, and lack of the studies about the main driving factors of brand loyalty. But the latter need to solve urgently in corporate brand marketing practice. As the main factors affecting brand loyalty, Customer Perceived Value has become the focal areas of marketing theory sector and the business manager since the 1990s. And already has been thought a new source of competitive advantage. Existing research shows that Customer Perceived Value can affect the brand loyalty. But how can the customer perceived value affect the brand loyalty when it is different in consumer and product, is still a lack of consideration and study. It has great significance to brand strategy and the choice of effective brand marketing ,that study brand loyalty from perceptive Subject and Object.The paper study on the major driving factors of brand loyalty-customer perceived value, include the concept, dimensions and impact factors on the basis of review and analysis about relative literatures. The relationship of the brand loyalty and customer perceived value is presented. Customer perceived value is influenced by gender difference and product difference. And put forward research hypothesis and theoretical model. The index system structure of the questionnaire and initial questionnaire are formed according to study hypotheses. Meanwhile, the research object (brand product) and the persons who will be investigated are chose. Analysis the distribution of samples and the validity, reliability of the questionnaires through arrangement , coding, input, data analysis to questionnaire. Obtained factors which influence customer perceived value and brand loyalty by correlation analysis, regression analysis. Meanwhile, verified the assumptions. At last, analyzed the results by theoretical. And put forward marketing strategy. Hope to deepen theoretical about brand field and offer reference for marketing practice.