A Research On The Relationship Between Consumers' Learning Motivation?Brand Cognition And Brand Loyalty

Brand cognition is the core element of brand equity under consumer perspective,it's an important component of brand assets.Consumer behavior is largely acquired.Consumer's brand knowledge can be learned so that it can strengthen brand cognition resulting brand loyalty,which is an important asset of the enterprise.Since consumers have different learning motivation,different consumers have different levels of brand cognition.This paper argues that Consumer's learning motivation has influence on consumer learning behavior and learning effect,and further on practical result of marketing strategy.In today's fierce market competition environment,Enterprises should take the brand strategies which can motivate consumer's learning motivation and promote the behavior of consumer learning,thus to improve consumers' brand cognition,so as to form or maintain consumers' brand loyalty.On the basis of literature research,this article begins with the definition of motivation?learning motivation and consumers' learning motivation.After reviewing and sorting out the research results of learning motivetion?consumer learning?brand cognition and brand loyalty edc.,a model is established to research relationship among consumers' learning motivation,learning effect(cognition to brand)and brand loyalty.We choose smart phone industry as the example to investigate because those brands are unpredicate in the present.In this paper,we mainly used the questionnaire survey method for empirical research,based on references of Learning Motivation Scale compiled by Amabile and revised by Liping Chi etc.,which containing six dimensionalities as challenging,enthusiasm,dependence of others' comments,selection of simple tasks,focus of interpersonal competition and pursuit of return,Brand Cognition Scale by Keller and Aaker etc.,and Brand Loyalty Scale by Yoo and Donthu,we made a questionnaire.We took the college students in Guangdong province as the survey object,verified the research model according to the questionnaire survey and then made the conclusion of this paper based on the results of empirical research.As the research result of this paper shows,Consumer learning motivation has influence on consumer cognition and further on brand loyalty,challenging?enthusiasm and dependence of others' comments have significant influence on brand recognition;brand cognition has positive influence on brand loyalty;challenging?enthusiasm and dependence of others' comments have significant influence on brand loyalty.This paper is enriched the research between consumer behavior and brand theory.The conclusion of this paper is helpful for the sellers to understand the consumer's psychological activities when they are learning brand knowledge.It is also helpful for the sellers to adjust the marketing strategy according to consumer's psychological idea,which can stimulate the consumers' learning motivation and induce the consumers to study activily,then improve brand cognition,so that a lasting brand loyalty can be established.