The Image Of Car’s Brand Affect Brand Loyalty Research

With China’s economy continues to soar, people’s living standards and levels of substances to increase, so the car has been getting close to life. Domestic auto industry technology continues to improve, the technology and workmanship of engine become matures, which mean the automobile manufacturing "hardware" has also been considerable development. However the development of the automobile industry seems to still been limited, which prompted people to keep thinking, if the Chinese auto industry is also on the need for improved "software."In this paper, the brand as a starting point, and "the impact of the automobile brand loyalty brand image research" as a carrier, seeks to provide other avenues in the development of China’s automobile industry to solve the bottleneck in China’s auto enterprises "software" and help the domestic auto companies get rapid development. Most of today’s research affect the relationship of domestic brand loyalty is mostly concentrated in commodities, supermarket, animation, clothing and other fields. As the automotive industry and the above industries are very different, and therefore a more profound analysis of the impact of the auto industry’s brand image brand loyalty must be carried out exclusively empirical research in the automotive industry. So as to give the domestic auto companies clear direction on brand image, build strong customer loyalty, and thus enhance the competitiveness of the brand.In this paper,"Audi brand" would be the research-"the impact of brand loyalty and brand image"-as starting point. Selecting the appropriate measurement model to design car brand questionnaire, data will be collected to determine the factor analysis of the key factors affecting automobile brand image and explains the meaning of these key factors. Combined with the foregoing conclusion, this paper affect the relationship between behavior and attitudes from the perspective of brand loyalty and brand image which have the analysis of key factors, the use of correlation and regression analysis were determined, trying to find the car brand image brand loyalty affect the relationship. For further behavior obtained from brand loyalty and brand attitudes brand loyalty perspectives on the key factors affecting brand loyalty, the use of these two key factors to enhance the brand image in order to obtain consumers’ brand loyalty, and to enhance brand competitiveness.This paper is divided into a total of three parts, Part Ⅰ:divided into two smaller parts, one is a brief description of the status of development of the domestic brand cars; second is the brand image, brand loyalty literature review. Part Ⅱ:divided into two smaller parts, one is the use of factor analysis and interpretation of factors obtained after the rotation brand image; second is the impact of the use of regression analysis to obtain brand loyalty and brand relationships. Part Ⅲ:Combining the conclusions above, provide an effective improvement of brand image for the domestic car prices and thus enhance brand loyalty recommendations.The groundbreaking research as a theoretical and practical study of both, not only enriched the theory of brand image, brand image and brand loyalty relationship. And in practice, the car brand image and maintain guiding significance, but also for the domestic car prices high brand loyalty provide implementation recommendations. Finally, the direction of the limitations of this study and future research are summarized.