An Empirical Study Of Factors Influencing College Students' Brand Loyalty

Nowadays, youngers have become the mainstream of all consumers in many markets. As a group who has huge consumption potential and leads the consuming trends, college students'brand buying behavior undoubtedly have a significant impact on many enterprises, especially those who are targeted on youngers. On one hand, brands have emerged everywhere, brand competition has become fiercely than ever before; on the other hand, with the prosperity of the market economy, the improvement of the living standards, college students' purchasing power has strengthened continuously, their choices about brands have also increased. So it has great theoretical and practical significance for this paper to explore how a company can maintain college students' brand loyalty and win more college students to be its loyalists.In this paper, we begin with the definition and measurement of brand loyalty, then we sum up its influencing factors of the comsumer-level and the enterprise level. Following this, combining the characteristics of college students' consuming psychology and behavior, the study propose a college students'comprehensive model of brand loyalty. After that, the paper select product categories which have high degree of brand recognition through interview and design a questionnaire based on existing literature. With independent sample T-test, multiple regression and some other empirical methods, we explore the correlation between different factors and brand loyalty. Through the mediating effect analysis, this paper further validates the influence of both customer satisfaction and customer value to brand loyalty, so the model was refined.This paper draws conclusions as follow:sex, place of birth, average monthly expenditure will affect college students' brand loyalty; brand attitude, diversity seeking attitude, risk aversion attitude and perceived conversion cost are also significantly associated with brand loyalty, while college students brand loyalty is also subject to corporate promotion, advertisement, brand image.Combining current enterprise marketing measures and analysis of empirical conclusions together, the paper presents a number of important practical proposal, hoping the results of this research can provide some information or reference to future researchers.