Brand Emotion and the Perceived Value of the Brand Loyalty of Young Consumers

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Ding Qianyi, Z. Z. C. T. C. H. (2013). Brand Emotion and the Perceived Value of the Brand Loyalty of Young Consumers. Journal of Business Management and Economics, 1(9 Sep). Retrieved from https://innovativejournal.in/index.php/jbme/article/view/298
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Abstract

College Students in Nanjing for the survey, explore the brand personality driven brand emotion and the perceived value of the brand loyalty of young consumers. The conclusions show that stimulus brand personality dimensions of brand emotion have a significant positive effect on the path coefficients. Sincere dimensions have a significant positive effect on brand emotional but its path coefficient is less than the stimulus dimension. The competent dimensions have a remarkable negative impact on brand emotions. Brand emotions have a marked positive impact on the perceived value also Brand emotion and perceived value have a notable positive impact on brand loyalty. The Integrated path coefficient of the perceived value is greater than the brand affect coefficient. To given management revelation according to the empirical results of this study, it has a theory and practical guidance on corporate branding , brand marketing and brand strategy.

Keywords: Brand Affection; brand loyalty; perceived value; brand marketing

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