Research On The Influence Mechanism Of Chinese Traditional Clothing Culture Identity On Chinese Style Clothing Brand Loyalty

This paper firstly reviews the related research,such as brand loyalty related research,brand identity related research,brand promise correlation research and customer participation related research.Based on this,the research variables of the definition and measurement of the definition of the concept.This paper proposes the model hypothesis of the impact mechanism of Chinese traditional clothing cultural identity on the Chinese clothing brand loyalty,and then proposes the measurement scale of Chinese traditional clothing cultural identity,brand loyalty,brand identity,brand promise and customer participation.The reliability and validity of the scale were analyzed with SPSS 22.0.The correlation,mediating effect and moderating effect of the variables were analyzed with AMOS 24.0 and SPSS22.0.The results showed that:(1)There is a significant positive correlation between Chinese traditional clothing culture identity and Chinese clothing brand loyalty." Personality emotion ","cognitive pride" and " behavioral intention " all have significant positive influence on Chinese clothing brand loyalty.(2)Brand identity and brand promise play an intermediary role in the influence of cultural identity on brand loyalty.(3)The moderating effect of customer participation is verified.