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1、AbstractWiththedevelopmentofsociety,Consumerdiversificationandindividualdemandisgraduallystrengthened,thetraditionalbrandmanagementapproachhasbeenhardtowininthemodemcompefitveadvantage,SOestablishingandmaintainingthecollsumerloyaltyhasbe.虻.omethefocusofatte
2、ntionintheoreticalandpracticalcircles,meanwhile,brandhasbecomeanimportantmarketingtoolforbusinesses.Asthelatestphaseofbrandmanagementtheory,manyforeignscholarshavemadealotoff=IlI'therresearchontherelationshipbetweenconsumercommitmentandbrandloyalty,however,
3、thedomesticresearchstillataninitialstage,especiallyforthemechanismofbrandloyalty.Atpresent,mostofthecurrentresearchtOOmuchemphasisonsatisfaction,ratherthanthecommitment,whichaffectedthecompletenessofthe⋯’index‘system.’+。Basedonthesystematicalresearch,aconce
4、ptualmodelconsistingofdriversofcustomercommitment,customercommitmentandbrandloyaltyisadv锄ced,makingsomeresearchhypothesisateverylevelinthispaper.Usingstructuralequationmodel,theintegratedmodelistestedbasedon400ques60皿aireswhicharecollected,theresultsofthiss
5、tudyarefollowing:(1)Brandtrust,servicequalityandrelationshipsallhaveasignificantpositiveanddirectimpactonaffectivecommitment,especiallybrandtrust;brandtrustandservicequalityhaveasignificantpositiveanddirectimpactonfinancialcommitment,especiallyBrandtrust,wh
6、ilerelationshipshavenot;Allhaveasignificantpositiveanddirectimpactontimecommitment.(2)Brandtrust,servicequalityandrelationshipsallhaveasignificantpositiveanddirectimpactonbehavioralloyalty;Brandtrustandservicequalityhaveasignificantpositiveanddirectimpacton
7、psychologicalloyalty,whilerelationshipshavenot,butithaveaindirectimpactonpsychologicalloyalty.Inaword,theybothhavedirectandindirecteffectonbrandloyalty.(3)Economiccommitment,emotionalcommitmentandtimecommitmentallhaveasignificantpositiveanddirectimpactonbeh
8、avioralloyalty,especiallyemotional2commitment;Economiccommitmentandemotionalcommitmenthaveasignificantpositiveanddirectimpactonpsychologicalloyalty,whilerelationshipshavenot,butithaveaindirectimpactonp