Relationship Corporate Integrity And Brand Loyalty

With the gradual establishment and development of China’s socialist market economy, the value of research integrity under the conditions of a market economy is also increasingly important. Enterprise as a basic social economic organizations, the integrity level determines the level of integrity of the community as a whole. With the vigorous development of national economy all walks of life, the real estate market in the investment scale, open on a linear upper trend resumption of work area and sales revenue, its development is extremely strong. The high degree of association and a strong impetus to the two main characteristics of the real estate industry, and thus become the pillar industry of the national economy.In the context of general lack of integrity of the national enterprise, the brand has become an important indicator of urban residents to choose merchandise. This study on the basis of previous studies, through the Commentary research related theoretical literature, trying to in-depth study of corporate integrity, customer satisfaction, brand value and brand trust, and create a theoretical model, large sample empirical research to explore real estate industry factors affect corporate integrity and corporate integrity and customer satisfaction, brand loyalty and the relationship between the brand trust.The study found that:the integrity of the real estate business through customer satisfaction, the role of brand trust, brand loyalty has a direct relationship. Integrity of the real estate business and brand loyalty has a direct positive impact, while it also have an effect through customer satisfaction and brand trust, which directly affect the more prominent, which is even more that the integrity of the real estate business of brand loyalty plays an important role, and the integrity of the real estate business have a positive effect on customer satisfaction and brand trust.The main innovation of this study is reflected in:(1) topics embodies the idea of combining the theory and practice;(2) In this study, a systematic theory of corporate integrity, brand loyalty, customer satisfaction and brand trust the contents of finishing on;3) a relational model;4) innovative use of structural equation model to study customer satisfaction and brand trust intermediary role.