Research On The Influencing Mechanism Of Marketing Strategies On Brand Loyalty

As an important dimensionality and a core source of brand equity,brand loyalty can bring stable profits to enterprises,which has become a focus of scholars and entrepreneurs.So it's very important to study the influencing mechanism of marketing strategies on brand loyalty for improving the logic structure of brand loyalty theory and guiding enterprises' marketing practices.Based on the previous studies,the purpose of this thesis is to summarize the brand loyalty's concept,dimensionalities, measurement index system,and formation mechanism;and to point out and test the influencing mechanism of marketing strategies on brand loyalty.This thesis utilizes combination methods between normative research and empirical study,qualitative research and quantitative research.Specifically,after the literature collecting,sorting and analyzing,by using induction and deduction,this thesis raises the concept,dimensionalities and measurement index system of brand loyalty,and then,sums up the driver model of brand loyalty,and after analyzing the marketing strategies' influence on driving factors,constructs a framework of influencing mechanism of marketing strategies on brand loyalty.Next,on the basis of theoretical analysis and a small sample test,this study carries on a questionnaire survey on the consumers who have brand cellphones.Then,this study tests the theoretical models and hypothesis by factor analysis,structural equation model and variance analysis.In the end,this thesis comes to some conclusions as following: Firstly,brand loyalty consists of purchase behavior,purchase intention and emotional preference.Secondly,brand loyalty is driven by brand image,customer value and customer satisfaction,which shows as a "ladder".Thirdly,marketing strategies directly influence the customer value and brand image,indirectly impact on customer satisfaction,and then lead to brand loyalty,presenting a path of "marketing strategiesâ†'driving factorsâ†'brand loyalty".Finally,the total influencing utility of marketing strategies on brand loyalty varies from strong to weak as follows:advertising, products,distribution channels,pricing,sales promotion,which have a positive effect on brand loyalty.Services during sales have some negative effect on brand loyalty.