Research on Influencing Factors of Brand Loyalty

Abstract

One of the main subjects in todays research is brand loyalty. The researcher finds that as spending power continues to grow in the consumer market, brand loyalty is crucial for all stages of brand development. However, there is a lack of unified explanation for the issue of various factors influencing brand loyalty. Therefore, the research topic of this paper is to explore the influence of emotional factors, social factors and cognitive factors on brand loyalty. This papers research methodology is as follows. Firstly, this paper adopts the literature review method. Secondly, this paper analyzes the data collected from different literature on the influencing factors of brand loyalty. In conclusion, the study shows that good emotional factors like brand love are beneficial to brand loyalty. In addition, good social and cognitive factors like brand campaigns are also advantageous to brand loyalty. Good emotional, social and cognitive factors are significant in the loyalty that exists between brands and their customers As a result, brands need to manage every element and detail. Facilitating customer loyalty and brand loyalty should take emotional, social and cognitive factors in account.