Research On The Influence Path Of Brand Image Of Anhua Black Tea On Brand Loyalty

With the rapid development of the economy,competition between regions and regions,between enterprises and enterprises is no longer just price competition,commodity competition,but also brand competition.Therefore,the cultivation and support of regional brands have important significance for the development of local economy and the improvement of people's living standards.This also makes the optimization of the brand image and the construction of the brand strategy constitute an important topic for the academic community and the business community.Good regional brands can drive local economic development and create value for the regional economy.Past theoretical results show that this is because a good brand image can motivate consumers to purchase a specific product,so regional sales revenue will increase.So how does the regional brand image make customers like the brand,and then build brand loyalty and buy products?In order to explore the path and mechanism of the influence of regional brand image on brand loyalty,this study constructs the component dimension model of Anhua black tea regional brand image,and then tests the model through empirical research.The results show that the brand image of Anhua Black Tea is composed of three dimensions: regional industrial image,product image and user image.Based on this conclusion,this study constructs a path relationship model that affects the perceptual quality,customer satisfaction and brand loyalty of regional brand image,and empirically tests it.Data research results show that both perceived quality and customer satisfaction can contribute to the formation of brand loyalty.This is consistent with the conclusion of the quality-satisfaction-loyalty framework.At the same time,the dimensions of the brand image of Anhua Black Tea have a significant impact on the formation of these three variables.On the one hand,the regional industry image,product image and user image directly affect the formation of consumer brand loyalty.On the other hand,these three dimensions indirectly affect brand loyalty through the traditional marketing framework quality-satisfaction-loyalty model.Specifically,the regional industry image can directly affect brand loyalty,and indirectly affect brand loyalty through customer satisfaction;product image can directly affect brand loyalty,and indirectly affect brand loyalty through perceived quality-customer satisfaction-brand loyalty path;user image has a significant impact on customer satisfaction,and indirectly affects brand loyalty,but the direct impact on perceived quality and brand loyalty is not significant.This study broadens the use of traditional marketing frameworks,verifies the applicability of quality-satisfaction-loyalty models in regional branding theory,enriches marketing theory,and proposes regional branding of Anhua black tea based on empirical research results.Recommendation: Because the different dimensions of regional brand image affect the path and intensity of brand loyalty,it is necessary to implement different strategies according to this point when implementing the regional brand image promotion strategy.