The Impact Of Brand Personality On Brand Loyalty

With the aggravating of the market competition and the rising of consumer’living standard, brand consumption era has quietly come, brand in the establishmentof a competitive advantage has become more important. Only the brand, in order toreduce consumers’ price sensitivity, can be distinguished from other homogeneity ofproducts or services, especially confers significant individual brand. When theconcept of Brand loyalty proposed, it has become a focus of academic circles andindustrial circles. There were many researches about the relationship of the two, andobtained a lot of useful conclusions, but few scholars use brand relationship quality asan intermediary to conduct research, and study of brand relationship qualitydimensions of the intermediary role between literature and even less, brandrelationship quality on the relationship marketing era has an important position, it canreduce the risk of purchase purchaser. Therefore,it is value to study it from the angleif viewing the brand personality, brand relationship quality and brand loyalty as asystem.This paper proceed from the brand relationship quality intermediary action,expectorated the brand personality on brand loyalty effect mechanism deeply. Basedon the brand personality, brand relationship quality and brand loyalty undertook areview of the literature, selection of cross-cultural consistency high Sincerity,Competence and Sophisticated in three dimensions to measure the brand personality,with satisfaction, trust, commitment to three dimensions to measure brand relationshipquality. In the formal research on small sample reliability and validity testing, theresults show that, this study selects the scale has good reliability and validity,followed by a large sample survey. Application of Spss17.0software for data analysis,according to the statistical results of related hypotheses, this paper draws thefollowing conclusions:(1) The brand personality of the Sincerity, Competence and Sophisticated threedimensions have significant positive impact on brand relationship quality of thesatisfaction, trust, commitment. But the impacting is different.The impacting onsatisfaction dimension, Sincerity dimension has the biggest role, followed byCompetence dimension, Sophisticated dimension; the impacting on trust dimension,Sophisticated dimension has the biggest role, followed by Competence dimension,Sincerity commitment dimension; the impacting on commitmentdimension,Sophisticated dimension has the biggest role, followed by Sincerity dimension, Competence dimension.(2) The brand personality of the Sincerity, Competence and Sophisticated threedimensions have significant positive impact on brand loyalty.The Competencedimension has the biggest role, followed by the Sophisticated dimension,Sinceritydimension.(3) The three dimensions of brand relationship quality impact on loyalty not onlyhas a positive effect, but also plays a mediator role. The satisfaction, trust,commitment plays a mediator role between Sincerity dimension and brand loyalty,and plays a mediating role between Competence,Sophisticated dimensions andbrand loyalty.This paper explores the deep-rooted effect of brand personality impact on brandloyalty through the intermediary role of the brand relationship quality, it will helpmobile phone enterprises shaping distinctive brand personality,and establish highbrand relationship quality, this will provide some value marketing advices to mobilephone enterprises.