Study On The Relationship Between The Brand Personality And Brand Loyalty

Along with society’s progress unceasingly, the further development of economicglobalization, the communication between enterprises is becoming more and more enterprisesis also more fierce competition, brand competition become the main competition betweenenterprises. Enterprise establish a good brand image, distinctive brand personality can bedeveloped as a result, enterprises can get benefit in return. Enterprise development to a certainstage, more and more highlights the importance of the brand, the enterprise according to theneeds of the consumers, shaping the unique brand image, to form the unique brandcompetitiveness, and consumers expect to achieve consistent, the formation of consumerrecognition, so as to promote the development of enterprises.Brand personality is as important as one’s personality, it determines the image of thebrand, what kind of brand personality enterprises have directly determines the consumer’sattitude toward the product, further affect the consumer buying behavior. On the one hand,now the products of the enterprise is more and more tend to be similar, and ways ofproduction and technology is becoming more and more, the difference between products ismore and more small; In addition, with the rapid development of China’s economy, risingliving standards of consumers, when consumer is buying a product, not only look at the priceof the product, the quality of the products, the physical properties of the product, moreimportant is to pay attention to mental enjoyment, the product is on behalf of high taste of life,whether different, become the main concern of the consumers. Enterprises can express theirown taste to the consumer through brand personality, uniqueness, quality attributes, such asbrand personality is that consumers understand the bridge of the brand. This article will focuson the research of the relationship between brand personality and brand loyalty.This article adopts the method of empirical research, cake brands, for example, is toexplore the three brands of brand personality and three dimensions: brand personalityperception, unique brand personality, brand personality with degree of brand loyalty and threedimensions: cognitive loyalty, affective loyalty, behavioral loyalty of the relationship. Thisarticle first reviewed the related theory, including the relevant theories of brand personality and brand loyalty. Then on this basis, put forward in this paper, the research model, and putsforward the hypothesis of this article. Then, based on each variable in the study of existingscale questionnaire. The use of the method of regression, confirmed the brand personality andthe three dimensions of brand loyalty and three dimensions have significant positive influence.Confined to finally put forward the future research in the future.