Brand Sensitivity Factors And The Impact Of Brand Sensitivity On Band Loyalty

Consumers'brand sensitivity,for a long time,which attracts attention of most western researchers,yet the former researches often take western consumers as the background, so it is necessary to study Chinese consumers'brand sensitivity in the cultural background of China. This paper aims to emamine the Chinese customers'brand sensitivity in the shin care products market.This paper focuses on the issues of Chinese customers'brand sensitivity. The major questions are as follows: Do Chinese customers pay attention to the brand? Are they brand-sensitive? Does their brand sensitivity influence positively their brand loyalty? What are the factors that drive them brand-sensitive and brand-loyal? In other words, we choose the brand sensitivity of Chinese customers as the central concept in this paper and examine its causes and its relationship with brand loyalty.In order to guarantee the factors of brand sensitivity and the impact of brand sensitivity on brand loyalty, the author against the hypothesis, selecting mature foreign and domestic scales as the main basis, designing questionnaires, through a series of interviews with experts and customers to modify the questions in order to guarantee the variables can reflect the actual situation. This study focuses on empirical part, firstly used a small-sample test to delete the irrelevant indicators, get a revised variables; Then get a large-scale survey , use statistical software SPSS16.0 to analyze the reliability and validity of large sample data; Lastly use the statistical software LISREL8.70 for structural analysis, mainly through the building structural equation model to evaluate the model. Test results show that the hypothesis mentioned in this study are supported.The empirical analysis shows,Chinese customers caring a lot about the brand. The main conclusions of this paper are: perceived quality,brand personality and face,have a positive effect on customers'brand sensitivity; customers'brand sensitivity has a positive effect on brand loyalty; perceived quality and brand personality have an indirect positive effect on customers'brand loyalty. Concerning managerial implications, it is desirable that enterprises make efforts to reinforce perceived differences of brands in the eyes of Chinese customers. Enterprises should pay attention to enhance the image and status of brand among Chinese customers, ultimately prompt them loyal for brand . The particularity of this paper lies in the exploration of Chinese customers'brand sensitivity and the analysis of their brand sensitivity,factors of brand sensitivity and the impact of brand sensitivity on brand loyalty.