Research On The Influence Of Pork Brand Image To Consumer Brand Loyalty

Pork is the main source of meat for Chinese residents,and has huge demand in the market.With the rapidly development of economy,the living standard of Chinese residents is improving.Consumers are paying more and more attention to the quality of pork products purchased.As far as the pork sales industry is concerned,the occurrence of a series of food safety incidents in the traditional way of sale makes consumers lose their confidence slowly,so many consumers are starting to buy brand pork.Brand pork enterprises are located in "high-quality fresh",relying on brand,and through a series of promotional strategies,quickly won the trust of consumers.The competition of pork market is becoming more and more fierce.The traditional way of selling shows the drawbacks of limited channels and non-matching with the production scale.The enterprises want to develop continuously.It is necessary to implement the multi channel sales strategy to improve their market share.It is imperative to improve the market share and influence of the pork brand enterprises.Therefore,it is necessary and urgent to study the influence of the pork brand image on the brand loyalty of the consumers.The study,based on the Baer brand image model,combines the subject of this study,and selects the hard attributes in the image of the company,product and service in the model:enterprise image,product image,service image and technical image.In addition,the brand pork enterprises combined with this study mostly own their own brand chain stores or stores,and introduce the dimension of store image.At the same time,using the comprehensive measurement method of consumer brand loyalty,the consumer brand loyalty is divided into two dimensions of willing brand loyalty and behavior brand loyalty.At the same time,the model of the role of pork brand image to consumer brand loyalty is built,and the relevant theoretical assumptions are put forward according to the model.According to each dimension variable in the model,the most suitable measurement index is found.Based on the consumption market distribution and recovery questionnaire in Heilongjiang Province,data collection is collected,and the following conclusions are obtained by using the SPSS 17 software to analyze the collected data.The pork brand image has a positive impact on the brand loyalty of the consumer.The five dimensions of pork brand image have positive influence on the loyalty and loyalty of consumers;the five dimensions of porkbrand image have different effects on consumer brand loyalty;the product image is the most important factor affecting brand loyalty,and the consumer's image to the pork enterprise's product image Perception is the most sensitive,followed by the perception of pork brand and store image.In this study,the effect mechanism and effect of each dimension of pork brand image on consumer brand loyalty is based on the hypothesis testing hypothesis.According to the current status of brand pork consumption market in Heilongjiang,this paper holds that brand pork enterprises win attention to products and improve the quality of service in brand building,constantly optimize technology to improve the competitiveness of enterprises and create brand culture with their own characteristics,thus cultivating a loyal consumer group.