A Research Of The Relationship Of Brand Individuality, Brand Trust And Brand Loyalty

Brand individuality is the foundation of product differentiation;While brand trust and brand loyalty refer to the status which are maintained in customers' heart.Studies on the subject of brand individuality,brand trust and brand loyalty started in the last century abroad,while we began to study it only in the last few years at home.However it is very rare to study it from the angle of viewing brand individuality,brand trust and brand loyalty as a system.Researching the brand individuality,the brand trust and the brand loyalty as a system will help us to clear the relationship between them and enrich the research area. At the same time,to explore the way to improve the brand loyalty is of great significance.After the investigation of some supermarkets in Chongqing,based on reviewing other research,this paper explored the relationship between brand individuality,brand trust and brand loyalty by using the method of literature analysis and questionnaire.The main conclusions of the research are as follows:Firstly band individuality has significant forward impact on brand trust.In addition,among the five brand individuality factors of competence,sincerity,exciting, high,ruggedness,sincerity has the most impact on brand trust,followed by the ability and rough madSecondly,and trust has the partial media influence between brand individuality and brand loyalty.Thirdly,customer individual variables have a certain impact on brand individuality, brand trust and brand loyalty.The brand of supermarkets have a significant impact on the evaluation about the brand individuality,brand trust and brand loyalty from the customers. Based on the above findings,this research has three briefly suggestions for the managers.They are to shape bright brand individuality,to improve the customers evaluation about the three factors(sincerity,competence and ruggedness) of brand individuality to improve the brand trust and to improve the brand loyalty by consumers' emotional confidence.