The Research On The Impact Of Customer Perceived Value Of Brand Love Based On Regulatory Focus Theory

Brand love is a new concept in the field of brand relationship and a relationship like love existsin consumers and brands. It mainly shows as the consumer’s positive cognition and emotion forbrand. With the enhancement of market maturity and consumer purchasing power, consumers areincreasingly reflected in the brand-driven buying behavior. Compared to ordinary brands,consumers prefer their favorite brands, repeat purchase is the basis of durable brand vitality.This study is based on Sweeney, Soutar(2001) four-dimensional model of customer perceivedvalue. By reading the literature and summing up previous research on customer perceived value, weredefine the four dimensions of the model as customer perception of the brand functional value,customer perception of the brand hedonic value, customer perception of the brand symbolic valueand customer perception of the economic value of the brand. Then discuss the effects and thecontribution of the four dimensions for brand love. Finally, the regulatory focus theory is introducedinto the field of consumer behavior to study the impact of customer perceived value of brand love,discuss the contribution of different types of consumer customer perceived value of the fourdimensions for brand love.In this study, we take the mobile phone brand for example, student groups, teachers, parentsand their friends as the research object, use statistical software SPSS21.0to analyze data. Theresults showed that the four dimensions of customer perceived value had a positive impact to brandlove. The extent of the impact from high to low is customer perception of the economic value of thebrand, customer perception of the brand symbolic value, customer perception of the brand functionvalue, customer perception of the brand hedonic value. For the promoting focus consumers,customer perception of the brand function value has been removed. The other three dimensions’extent of the impact from high to low is customer perception of the brand hedonic value, customerperception of the brand economic value and customer perception of the brand symbolic value. Forthe defense focus consumers, customer perception of the brand hedonic value has been removed.The other three dimensions’ extent of the impact from high to low is customer perception of thebrand function value, customer perception of the brand symbolic value and customer perception ofthe brand economic value.The study promotes the development of customer perceived value and brand love theorytheoretically. In practice, it can find emphasis let a particular brand find different consumersperceive the brand value in order to win the consumers’ brand love by strengthening this aspect of brand value, and thus win the consumer brand loyalty, benefits for the enterprise.