Network Brand Loyalty: Measurement And Management Research

As brand equity's important component, brand loyalty had been researched and received great attention from academia. However, as the cyber technology is now prevalent and Net Period comes, whether cyber brand loyalty will have a similar impact on cyber brand equity not only has the value of the academic research but also has important practical significance in the enterprise cyber brand asset management.This paper reviews in detail the studies both in China and abroad concerning the concept of cyber brand loyalty, and in combination with the authors' studies and empirical analysis to study cyber brand loyalty in narrow sense ,analysis the driving factors and constructs a model with cyber brand loyalty. The study found that: cyber brand loyalty primarily combined with two aspects of the formation of internal factors and external factors ,and internal factors are customer satisfaction and customer value, external factors are the quality of product and service,cyber brand trust and Transfer barriers .Finally, at the basis of empirical briefly analysis on how to set up, maintain and develop the cyber brand loyalty from five aspects of the inside and outside.In theory, the studies concerning the driving factors can enrich the research field of cyber brand loyalty and contribute to the development of cyber brand loyalty by providing new research methods for future studies. In practice, enterprises can understand better customers' behavior of cyber brand loyalty, make clear the driving factors of cyber brand loyalty's formation, establish efficient cyber brand management strategies according to the research conclusions and marketing revelations, and accordingly propose operative suggestions and measures to construct and maintain cyber brand loyalty.