An Empirical Study on Influencing Factors for Brand Loyalty of Popular Casual Wear
|School||Jiangsu University of Science and Technology|
|Keywords||popular casual wear brand loyalty influencing factors SEM|
In the situation of the growing range of customer’s choice and enterprises competitionfor customers, nurturing and safeguarding consumer brand loyalty has become the keypriority marketing for many garment enterprises. We must clarify the mechanism of itsformation and drivers to actually win customer brand loyalty.This paper briefly reviewed and combined the domestic and foreign researches on thebasis of definition and effect factors of customer brand loyalty. According to thecharacteristics of the popular casual wear industry, the formation mechanism was explainedin this paper from the two perspectives of consumer psychology and behavior. In this paper,we extracted the main driving factors that affect consumer brand loyalty from the two levelsof corporate marketing and consumer perception. And the group visit research wasconducted to grasp the situation of Nantong popular casual wear brand loyalty. The datagained from the investigation of popular casual wear market was processed and analyzedusing the tools of SPSS19.0and AMOS17.0. The effect of brand loyalty was verified fromthe drivers of the two levels of business and consumer by using the SEM. The empiricalresults showed that brand loyalty was the result of a multi-factor-driven. In the level ofcorporate marketing drivers, quality of service, corporate image and advertising strategieshad a positive influence on consumer brand loyalty, and price promotions had a negativeinfluence on consumer brand loyalty. In the level of consumer perception drivers, customersatisfaction and brand trust had a positive influence on consumer brand loyalty, and diverseneeds and related groups had a negative influence on consumer brand loyalty. Accordingly,some marketing management recommendations were presented in this paper to increase theconsumer brand loyalty of the popular casual wear industry.