Strategies of cultivating brand loyalty in China

Abstract

Consumer brand loyalty is of great significance to enhance the competitiveness of China's domestic brands. From the four dimensions of brand loyalty: attitudinal loyalty, affective loyalty, conative loyalty and action loyalty, this paper does a comprehensive analysis of the consumer psychology of Chinese local brands and explore brand marketing strategy suitable for China's national conditions, expecting to be able to develop and improve the applicable management theory in the Chinese domestic brands.