A Study On The Customer Loyalty Of Chinese Old Brand

The old Chinese brands are those who provide the products, skills or services with long history and generations. These brands usually have a history of decades or even centuries, as well as distinctive background and heritage of Chinese traditional culture, which achieved wide recognition of the society. They formed good reputation and always be trusted by the public. However, after experienced the private transformation in the early days, the activities of the Cultural Revolution, and the survival fittest of the market economy, the ever truly honored Chinese old brands were debilitated, which caused severe recession of these Chinese commercial essences. Now they are experiencing a5%reduction per year. How to save and promote the development of the old Chinese brand becomes an important issue.The brand equity is the crucial intangible assets of any business, and it is also the basis and prerequisite of the development of the Chinese old brand. The decline of customer loyalty, in the final analysis, is caused by the loss of brand equity. Unfortunately, the Chinese old brand did not clearly aware of this, which led the brand to recession. In view of this, based on the theory of science in marketing and consumer behavior, and started from the characteristics of the Chinese old brand and the consumer’s perspective, we rebuilt the four dimensions of brand equity (including brand awareness, brand image, brand trust and brand support) of the Chinese old brand, set the customer perceived value as an intermediate variable and the customer loyalty as the dependent variable, and therefore formed a new model. The research studied the relationship between the Chinese old brand equity and the customer perceived value, as well as the relationship between the customer perceived value of the Chinese old brand and the customer loyalty, and the intermediary role of customer perceived value played. The empirical analysis shows:1. The brand awareness does not have appositive effect on the customer perceived value. It might because nowadays, most of the Chinese old brands are lack of well-known products with high-end market positioning, and they also lack of other effective marketing tools and etc., which resort to the impaired of brand awareness;2. The brand image does not have positive effect on the customer social perceived value. It might relate with the old-fashioned package and stereotyped image of Chinese old brand, which cannot satisfy the vanity demands of Chinese customer;3. The brand trust does have positive effect on the customer perceived value. It means that "trust" is the only emotion that can be transferred from one generation to another;4. The customer perceived value of the Chinese old brand played a full role of intermediary between the Chinese ole brand equity and the customer loyalty. According to the consequence about the research, we suggest that the Chinese old brand business should pay highly attention to develop Top-grade products and effectively protect the brand intellectual property, as well as enhance the constantly updating of the product image, in order to conform to the grade of the times, and of course, maintain a good reputation at all costs and focus on the upgrading of customer perceived value. All these suggestion will have positive effect...