Back
 AJIBM  Vol.6 No.11 , November 2016
Will Consumers’ Learning Motivation Affect Their Brand Loyalty? Research on Moderating Role of Brand Cognition
Abstract: Consumer’s learning motivation has an influence on learning effect and further on practical result of marketing strategy. In this paper, based on references of Learning Motivation Scale compiled by Amabile and revised by Liping Chi et al., which contain six dimensionalities as challenging, enthusiasm, dependence of others’ comments, selection of simple tasks, focus of interpersonal competition and pursuit of return, Brand Cognition Scale by Keller and Aaker, and Brand Loyalty Scale by Yoo and Donthu, a model is established to research relationship among consumers’ learning motivation, learning effect (cognition to brand) and brand loyalty. Questionnaire survey is made to verify research hypothesis. As the research result shown, enthusiasm and pursuit of return have a significant influence on brand image; enthusiasm, dependent evaluation, focus of interpersonal competition and pursuit of return are significantly influential to brand recognition; brand cognition has a positive influence on brand loyalty.
Cite this paper: Li, W. , Fu, T. and Huang, Z. (2016) Will Consumers’ Learning Motivation Affect Their Brand Loyalty? Research on Moderating Role of Brand Cognition. American Journal of Industrial and Business Management, 6, 1075-1084. doi: 10.4236/ajibm.2016.611101.
References

[1]   Hawkins, D. and Fu, G.Q. (2004) Consumer Behavior. China Machine Press, Beijing.

[2]   Lu, C.B. and Feng, R.J. (2008) The Application and Prospect of Consumer Learning Theory in Marketing. Journal of Fuzhou University (Social Science Edition), No. 1, 16-18.

[3]   Chi, L.P. and Xin, Z.Q. (2006) The Measurement Of college Students’ Learning Motivation and Its Relationship with Self-Efficacy. Psychological Development and Education, No. 2, 64-69.

[4]   Keller, K.L. (1993) Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. The Journal of Marketing, 57, 1-22.
https://doi.org/10.2307/1252054

[5]   Aaker, D.A. (1991) Managing Brand Equity. The Free Press, New York.

[6]   Biel, A.L. (1993) How Brand Image Drives Brand Equity. Journal of Advertising Research, 6, RC6~RC1.

[7]   Fan, X.C. and Chen, J. (2002) Comprehensive Evaluation Model of Brand Image and Its Application. Journal of Nankai University (Philosophy and Social Sciences Edition), No. 3, 65-71.

[8]   Yoo, B., Donthu, N. and Lee, S. (2000) An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28, 195-211.
https://doi.org/10.1177/0092070300282002

[9]   Oliver, R.L. (1999) Whence Consumer Loyalty. Journal of Marketing, 63, 33-34.
https://doi.org/10.2307/1252099

 
 
Top