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首页> 外文会议>IEEE international conference on information management and engineering >The Impact of Symbolic Brand on Loyalty
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The Impact of Symbolic Brand on Loyalty

机译：象征性品牌对忠诚度的影响

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Existing research frequently consider symbolic image of brand as one-dimensional construct, they have neglected the abundance as well as the characteristics of symbolic meanings which are conveyed by the brand, and therefore there is theoretical contribution in discussing and examining the effect of different symbolic image of brand on consumer's response. Based on "self" theory derived from sociology and psychology, Our research divides symbolic image of brand into four dimensions: "personal", "social", "relational" and "collective", through survey, we investigate the affect of the four dimensions of symbolic image on consumer's brand loyalty. Our research shows that through the mediation of brand involvement, brand trust and selfbrand connection, symbolic image of brand positively influence brand loyalty. Speaking concretely, all the four dimensions of symbolic image positively influence consumer's self-brand connections, at the same time, both the personal and collective image positively influence brand involvement, and all the personal, social and relational image positively influence brand trust. And brand involvement, selfbrand connections and brand trust can accelerate consumer's loyalty to brand directly.
机译：现有的研究经常考虑品牌的象征形象作为一维结构，他们忽略了丰富的象征性以及由品牌传达​​的象征意义的特征，因此在讨论和检查不同象征图像的效果方面存在理论贡献消费者回应的品牌。基于“自我”理论源于社会学和心理学，我们的研究将品牌的象征性图像分为四个维度：“个人”，“社会”，“关系”和“集体”，通过调查，我们调查了四维的影响论消费者品牌忠诚度的象征形象。我们的研究表明，通过品牌参与的调解，品牌信任和自带连接，品牌符号形象积极影响品牌忠诚度。具体说话，符号图像的所有四个维度都会影响消费者的自我品牌联系，同时，个人和集体形象都积极影响品牌参与，以及所有个人，社会和关系形象的积极影响品牌信任。品牌参与，自带连接和品牌信托可以直接加速消费者对品牌的忠诚度。

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