Customer Value-based Brand Loyalty Research

The brand loyalty, as one significant constitutional part of the brand equity, gets more and more importance from the academic circles. To study the main factors affecting the brand loyalty and to define and to survey the brand loyalty have not only the academic research value but also the important practical meaning in the brand equity management. With the method of the customer value, the paper redefines the brand loyalty on the basis of the former research, and discusses on the aspects of the customer value' s impact on the brand loyalty. At the same time, the paper demonstrates the feasibility and a good many advantages of extracting the evaluating index system of the brand loyalty by the customer loyalty, and studies the strategies to enhance the brand loyalty by improving the customer value.