Research On The Influence Of Brand Personality And Brand Communication On Brand Loyalty

In today's commodity economy,The brand consciousness of the enterprise gradually strengthens,the competition way among enterprises has also changed from the original price war to the present brand competition.The enterprise hopes to attract more brand loyalty by creating strong brands.For consumers,now they buy most of the products will be selected through the brand,brand personality and brand communication plays an important role in this process.Brand personality can help enterprise products and competitors to form an obvious difference,which can attract consumers,at the same time the brand communication let them have a certain brand awareness,and establish close contact,so the brand products may have more consumers to buy,so more brand loyalty.In this study,we choose smart phone brand as the research object,and explore the impact of brand personality and brand communication on brand loyalty from the perspective of consumer perception.Brand personality is divided into the four dimensions of sincerity,competence,fine,stimulate.From the results of the brand communication,brand communication is divided into two dimensions: psychological effect and communication effect.brand loyalty is divided into two dimensions of attitude loyalty and behavior loyalty,and brand trust is introduced as an intermediary variable.Based on the theoretical analysis,this paper constructs a conceptual model of brand personality and brand communication,This paper first studies the indirect impact of brand personality and brand communication on brand loyalty through brand trust.According to the conceptual model,the research hypothesis is put forward.This paper uses questionnaire to collect the sample data,and we have the data correlation and regression analysis using Spss19.0.In addition,this paper uses Amos21.0 to further validate the conceptual model,and carries on correlation and regression analysis.except for a few,most hypotheses are established.The results show that: brand personality,brand communication has a significant positive effect on brand loyalty;brand personality,brand communication has a significant positive effect on brand trust,brand trust has a significant positive effect on brand loyalty,brand personality and brand communication through brand trust indirect impact on brand loyalty is stronger than a direct impact on the brand loyalty.Based on the results of this study,some suggestions are put forward to improve the brand loyalty of enterprises.