Study On The Influence Mechanism Of Overlapping Brand On Customer Loyalty

In the current market environment, the brand overlap is a kind of business problem that can not be ignored. Brand overlap has two kinds:one kind is the enterprise external overlap. This phenomenon is generally caused by the homogeneity of products, such as mobile phone between Apple and Samsung mobile phone; the second category is the overlap within the enterprise, internal brand overlap is caused by the multi brand strategy, but this phenomenon is often overlooked by managers The reason why enterprises adopt multi brand strategy is to run rival through enlarging the number of brands. Many managers hold a positive attitude on the multi brand. From the existing literature, the research on multi brand defect is not too much. But in reality, brand internel overlap can not be ignored. Therefore, this paper attempts to start from this point of view, narrow the scope of brand overlap into enterprise, analysis of enterprise internal brands overlap effect on customer loyalty.The paper bases on the consumers to start the research, taking a combination of theory and practice way, with P & G’s shampoo as the research object, using the brand confusion theory and customer perception theory. In this article, brand overlap is divided into two categories, tangible overlap and intangible overlap. Then combined with brand positioning theory, tangible overlapping is divided into functions overlap and price overlap. Combined with Biel Model, intangible overlap is divided into character overlap and user image overlap. Through the brand overlap confusion, the essay selects the customer perceived cost as the intermediary variable between the brands overlap and customer loyalty. Based on this, the essay puts forward the structure equation model, and adopts the appropriate scale, gives out questionnaire, uses SPSS software and Amos software to analysis questionnaire’ reliability, validity and hypothesis test.In the end,the paper draws the following conclusions:brand overlap is positively related to consumer perceived cost, and the effect is remarkable. Brand overlap is negatively related to customer loyalty. Customer perceived cost is negatively related customer loyalty. In the SEM equation, the mediating effect of customer perceived cost is significant.In the end, the article puts forward the corresponding management suggestions,and points out the deficiencies of this paper and prospect for future research.