Effects of brand value commitment on consumer perception and brand loyal

Abstract

Business practice shows that brand in essence is a kind of "commitment" which creates value for stakeholders and can get value from it. At present, most researches explore the consumption psychology and behavior from the view of brand loyal (or purchase intention) and pay the less attention to the brand value commitment. Even in the few related studies, they are qualitative ones. Therefore, by virtue of the Organization Commitment Theory and Commitment Foci, this study divides the brand value commitment into Attitude Commitment by the way of organizational behavior and Behavior Commitment by the way of social psychology. Attitude commitment includes organizational commitment, affective commitment, quality commitment, economic commitment and relationship commitment. Behavioral commitment includes purchase commitment, reputation commitment, tolerance commitment and continuance commitment. By questionnaires, this study analyzes the influence of consumer brand attitude commitment on their behavior commitment. And it confirms that consumer brand attitude commitment have a significant positive impact on their purchase commitment, public praise commitment and continuance commitment; while the organizational commitment, affective commitment, quality commitment and relationship commitment have significant positive impacts on consumer brand behavior commitment.