The Mechanism Research Of Brand Image On Brand Loyalty

In the context of globalization,the competition in the mobile phone market is becoming more and more fierce.As the degree of differentiation between competing products becomes smaller,the brand is particularly important at this time.It is the intangible assets of the company.Brand equity is a concept to prove the importance of the brand.It was proposed by Aaker et al.in the 1990 s.It means that the brand is the same as the other assets of companies.In addition to its own value,it can also bring enterprises other stable excess returns.Aaker proposed a brand equity model,and brand loyalty as an integral part.It has an important impact on brand equity.Therefore,studying brand loyalty is a very significant issue.Brand loyalty refers to the fact that when a consumer makes a continuous purchase or a repeated purchase over a period of time.It is not only psychologically biased towards the brand,but also biased when the actual purchase behavior occurs.It consists of two dimensions: behavioral loyalty and attitude loyalty.Brand loyalty can not only affect the profitability of the company in the short term,but also have a profound impact on the long-term operation of the company.However,at present,domestic research on brand loyalty mainly focuses on theoretical research,that is,the influencing factors of brand loyalty,etc.There are few empirical studies,and most of the research objects are service industry and general consumer goods.Brand loyalty has a great influence on the promotion of corporate brand equity and helps to gain a unique position in the market competition.This paper reviews the past brand loyalty research by reviewing the literature,and considers the image and relationship dimension to combine the influence of the brand image on the mobile phone brand in the context of globalization.This paper expands the brand image dimension to construct a research framework.The research idea of this paper is to firstly study the hypothesis and construct the research model through literature review.The research model was tested by empirical analysis.This paper mainly studies the variables of brand image,customer satisfaction,trust,brand loyalty and product involvement.Through the theoretical basis of the country of origin effect theory,relationship theory,etc.,to build the relationship between the various variables.This paper starts from the various dimensions of brand image,takes customer satisfaction and trust as mediators,and uses product involvement as a moderator to explore the influence mechanism of loyalty.Through the online questionnaire survey and SPSS software analysis data to understand the brand loyalty of mobile phone brands in three different countries.Through this research,we will improve the influencing factors of brand loyalty and provide suggestions for Chinese companies participating in global competition to enhance brand loyalty.The main innovations of this paper are:1)This paper comprehensively considers the influence of image dimension and relationship dimension on brand loyalty.Previous research has often focused on one dimension,especially from the perspective of brand-customer relationships,to explore how customer satisfaction affects brand loyalty.In the research process,through the literature reading,it is found that the image dimension and the relationship dimension are related,so the comprehensive consideration of the two dimensions can give people a more comprehensive understanding of the influencing factors of brand loyalty.2)Based on the research framework of improving brand loyalty,this study combines the global market background and incorporates the national image as a variable to comprehensively explore what should international enterprises do.3)At present,most of the empirical research on brand loyalty focuses on general consumer goods and services.There are few empirical studies on high-end durable goods such as mobile phones.Although this type of market has a low frequency of purchase,but the product value is high,this article explores the brand loyalty of durable goods has certain innovation.