Study On The Influence Of Brand Ritual On Brand Loyalty

The Internet has been integrated into all aspects of our lives,especially the rapid development of the mobile Internet,and our lifestyle has changed a lot.At the same time,due to the rapid development of the Internet,the market environment has shown a new development trend.For enterprises,“loyal customers” is an important asset that they have been pursuing constantly,so how to maintain customer loyalty in the new business environment has become a topic of concern.With the emergence of Internet thinking,consumer sovereignty is becoming more and more obvious.In the past,the method of maintaining corporate brand loyalty was slightly insufficient,and consumers need to be treated with more care.James W.Carey’s “Communication Ceremony” gives brand management a new perspective,which creates a sense of ritual for the brand’s tone.This brand ceremony will win the consumer’s strong stickiness and enhance brand loyalty.This article reviews the relevant theories of brand ritual,brand sentiment and brand loyalty.Through reviewing and summarizing the relevant literature,it is found that brand ritual,brand emotion and brand loyalty have certain influence relationship.Then,in order to clarify the working mode of the model more clearly,this paper designs a questionnaire,combines the network survey with the field survey,collects the questionnaire,and organizes the data for empirical research.Based on the specific data,the research hypothesis of this paper has been fully verified and confirmed.Finally,based on the results of empirical research,this paper puts forward the conclusions and significance of this study,and points out the direction of future research.The conclusions of the study are as follows: First,brand rituals have a positive impact on brand loyalty.Consumer identity in the two dimensions of brand ritual has a direct impact on brand loyalty,while execution and experience dimensions do notdirectly affect brand loyalty,but indirectly affect brand loyalty through brand emotion.Second,brand sentiment has a positive impact on brand loyalty.Strengthening consumer sentiment towards the brand helps shape brand loyalty.Third,brand rituals also indirectly affect brand loyalty through brand sentiment.Therefore,the positive influence relationship in the model hypothesis is valid.In the practice of building a strong brand,the role of brand ritual should be included to enhance the emotional connection between the brand and the consumer.Enterprises need to fully consider the importance of brand rituals in building actual brand marketing strategies,foster brand ceremonies suitable for enterprises and consumers,get rid of homogenization competition,create a clear brand image,and repeatedly strengthen consumers’ feelings about brands.Interaction,stimuli and solid consumer loyalty to the brand.