An Empirical Study On The Relationship Of Brand Emotion, Brand Loyalty And Perceived Value

With products being more common forms of homogenization and increasingly fierce competition between the goods, the competition between products has transformed into a competition between the brands. The personality of brand is the brand’s emotional foundation loving and can enhance the perceived value of consumer and product preferences. Brand emotion is an integral part of the core brand values. Although the brand emotion has been the research focus of Western scholars and Related theoretical research is also quite mature, but few studies work in the Chinese Culture context. Brand loyalty which is an important asset of the enterprise, has been the research focus of domestic and international marketing scholars and Related theoretical research is also quite mature.There are two views for the study of factors affecting brand loyalty. One view is that customer value is the main drivers of brand loyalty. The scholars hold the view that the only product value were worth more than the price they pay, they will show loyalty to the brand. Another view is that the brand emotion is the main driving factors of brand loyalty. The scholars believe that consumers are emotional consumption. Brand emotion reflects the intimate relationship between consumers and brands. Brand emotion are the main factors affecting brand loyalty. It is rare that brand emotion, perceived value and brand loyalty are researched as a system. Brand personality driven brand emotion, perceived value and brand loyalty as a system study to help clarify the relationship between them, enriching the brand relevant research areas.We think the phone as our object of study and the buying experience college students as surveying object.We asked college students to complete the questionnaire on spot.100questionnaires were pre-research in Nanjing Normal University.The result is Satisfactory.429copies of the data collected have been take into the reliability and structure validate analysis by SPSS15.0and AMOS7.0. We take these data on the theoretical assumptions and models into the test.The results show the Excitement of brand personality has the most significant positive impact on brand affect. Sincerity has a significant positive impact on brand affect. Competence has a negative significant positive impact on brand affect. Brand affect positive impact or. brand Perceived value and brand loyalty. Perceived value has a significant positive impact on brand loyalty. The path coefficient of perceived value on brand loyalty is greater than the brand emotion. According to empirical conclusions of this study,we give the appropriate management of revelation proposals. This conclusion of the study has an important guiding significance on corporate brand building, brand marketing and brand strategy.