An Empirical Study On The Relationship Between Brand Value And Customer Loyalty In Bottled-water Industry

With China's rapid economic and technology improved greatly,people's income levels and overall quality of life have been further improved.In this case,the bottled products market sales and sales also showed a trend of growth.Due to the rapid growing market and high profits,attracting local and foreign multinational companies have joined the bottled water industry,making bottled water industry increasingly competitive.Therefore,the bottled water business want to win over other competitors in higher market share,they have realized to strengthen their own branding,improve the value of bottled water brand,so that consumers in the purchase and consumption of bottled water can get more physical and psychological satisfaction.At the same time,enhance the brand value lies in the cultivation and maintenance of a group of loyal customers.In addition,the bottled water industry product homogeneity degree is high,the brand is numerous,consumers has a variety of options facing a variety of changes in the price of bottled water,which are price-sensitive products.By consumers' own experience,educational level,income level and product characteristics and other factors,the consumers' response to the product price changes will make differentiation,that is,price sensitivity,thus affecting the target audience to determine the value of bottled water brand,ultimately affect customer loyalty.Therefore,this paper takes the brand value as the breakthrough point,combines the bottled water industry and product characteristics,introduces the price sensitivity as the adjustment variable,seeks to influence the customer loyalty of the bottled water industry,and then provides a reference for bottled water companies to develop an effective marketing strategy.On the basis of reading a great deal of domestic and foreign related literatures,this paper first analyzes the meaning,composition and measurement tools of brand value,and extractes the bottled water industry brand value of the research dimension.Secondly,the literature review of price sensitivity and customer loyalty is carried out,and the research model of customer loyalty in Chinese bottled water industry is established with three dimensions of brand value as independent variable and price sensitivity as moderator.Finally,according to the theoretical analysis,this paper puts forward the hypothesis of this study and draws out the questionnaire from foreign scholars' mature scale.Using spss17.0 software,the research data are analyzed and the test hypothesis is tested.The results of this study show that:(1)Bottled water industry brand value of the various dimensions can positively affect the customer loyalty of the various dimensions;(2)The price sensitivity has negative effect on the emotional value,symbolic value and customer attitude loyalty of bottled water brand;(3)Price sensitivity of the bottled water brand functional valueand customer attitudes loyalty,behavioral loyalty does not produce a negative regulatory effect.The conclusion of this paper can provide a theoretical reference for the bottled water enterprises to enhance customer loyalty and make up the deficiency of the relationship among brand value,customer loyalty and price sensitivity in the bottled water industry.