Brand Loyalty Based On The Following Research Reference Group Influence Perceived Value

China has become the first of country which consumed the largest amounts ofluxury. Why do the domestic consumers keen to buy expensive luxury? The studyfound that consumers’ buying motivation is from the product or service’s ability tomeet the consumers’ value demand.The choice of consumers do not entirelydependent on himself, which brand they will eventually choose will be heavilyinfluenced by family, classmates, friends and other people.These individual or groupis the reference group. Reference groups also including experts, celebrities, BrandAmbassador, etc.China is a deep-rooted traditional Confucian collectivism culture countries,people emphasize interpersonal interdependence self-concept, so the Chineseconsumers are more easily influenced by reference groups on luxury consumptiondecisions.To cultivate and maintain customers’ high loyalty to a company’s brand issupposed to strategically support the brand owner pursuing supper-profit andcompetitive advantage.With the research development of Brand Loyalty (BL),Customer Perceived Value (CPV) has been considered the significant driving factorsof obtaining and retaining customers’ brand loyalty.Therefore, the core of question of this paper attempts to study:(1)whether thereference group influence effect the consumer perception of luxury goods value? Isthere a difference between different types of reference group influence on consumers’perceptions of value social orientation and personal orientation perceived valueimpact?(2)whether the consumer perception of luxury brand value will affectconsumer brand loyalty? Social orientation and personal orientation perceived valuetendency of consumers perceived value tendency of the consumers, is there adifference between their brand loyalty?(3)whether the reference group influence isthrough the formation of consumer value perception of luxury brands to affectconsumer choice and brand loyalty?The study using240consumers of Chanel as samples，discuss the internalmechanism of the impact of reference group influence on luxury brand loyalty,empirical analyses the relationship between reference group influence, the perceivedvalue and consumer brand loyalty in luxury consumption.The result shows that consumers’ brand loyalty is significant positive affected by informational influence,utilitarian influence and vaiue-expressive influence; Informational influence andvaiue-expressive influence are significant positive influence on perceived value, bututilitarian influence on personal orientation perceived value impact is not significant,only has a significant positive effect on social orientation perceived value; Socialorientation perceived value and personal orientation perceived value’s impact on twoclasses of loyalty degree is different, social orientation perceived value impact onbehavior loyalty, and personal orientation perceived value impact on customerintention of loyalty.The innovation points of this research is embodied in the impact of referencegroup influence on consumer buying behavior in the future, that reference groupinfluence on consumers is lasting long, can have an important impact on consumers’consumption behavior in the future, and will affect consumers’ brand loyalty. Inadditionally, this paper studied the differences between consumer brand loyalty basedon the motivation of external social orientation and personal orientation perceivedvalue based on intrinsic motivation.This research can help the enterprises understand the the customers’ brandloyalty formation process under the influence of the reference group, providebeneficial insights about fostering and managing loyal customers, and has importantguiding significance on brand positioning and marketing.