Abstract
That store image influences consumers’ brand loyalty has been a hot issue in the drug retailing industry. Based on the background of the drug retailing industry, this thesis establishes a mechanism model on how store image influences consumers’ brand loyalty in the drug retail. It discovers that store image influences brand loyalty through four different approaches, in which there are three mediating variables of perceptive value, consumer satisfaction and brand trust. Thereinto, store image does not remarkably and directly influence consumer satisfaction, brand trust and brand loyalty. Consumers’perceptive value plays a key mediating role. At the same time, brand trust is the most important variable of direct cause. The conclusion provides the important guiding significance to optimize the marketing strategies of the drug retail enterprises.
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