The Research On The Impact Of Brand Communication On Brand Loyalty

With the increasingly fierce market competition and the more serious phenomenon of product homogeneity,brand has attracted more and more attention from consumers.Brand research is an important topic in the field of marketing and consumer behavior.The development of brand communication theory provides a new perspective for brand research.Brand communication presents a way of communication between consumers and brands.We can regard brand loyalty as intangible assets of enterprises.Brand communication can enhance consumers'attention to brand and enhance consumers' loyalty.Loyal consumers can play an important role in increasing enterprise sales,obtaining brand premium and improving enterprise market competitiveness.So how to explore the impact of brand communication on brand loyalty is the focus of attention of scholars and brand builders in the field of marketing.This paper chooses smartphone brand as the research object,con structs conceptual models of brand communication,brand trust,product involvement and brand loyalty from the perspective of consumers,and studies the mediating role of brand trust and the moderating role of product involvement.In this study,brand communication is divided into three dimensions:purchase effect,self-feeling and psychological effect.Brand trust is divided into three dimen.sions:quality trust,ability trust an.d goodwill trust.Brand loyalty is divided into behavioral loyalty and attitude loyalty.Product involvement is divided into a single dimension.According to the dimensions,a conceptual model is constructed.Based on the conceptual model,this research is conducted.Five main hypotheses and 15 sub-hypotheses were put forward.420 valid questionnaires were collected online and offline.The data of the questionnaires were processed by software SPSS22.0 and AMOS22.0 to verify the hypothesis.The results show that:brand communication and various dimensions will improve consumer brand loyalty,brand communication will improve consumer brand trust and related dimensions of trust,brand trust and related dimensions will improve consumer brand loyalty,brand trust and related dimensions play a mediating role in the relationship between brand communication and brand loyalty,product involvement in brand communication and brand loyalty.Brand loyalty plays a positive moderating role in the relationship.This study enriches and expands the theoretical research of brand communication,and to a certain extent,provides the direction of thinking for enhancing consumers'trust and loyalty to brand,and provides guidance for enterprise marketing and brand management.Hope to provide theoretical support for enterprise brand building.