The impact of symbolic brand on loyalty

Abstract

Existing research frequently consider symbolic image of brand as one-dimensional construct, they have neglected the abundance as well as the characteristics of symbolic meanings which are conveyed by the brand, and therefore there is theoretical contribution in discussing and examining the effect of different symbolic image of brand on consumer's response. Based on “self” theory derived from sociology and psychology, Our research divides symbolic image of brand into four dimensions: “personal”, “social”, “relational” and “collective”, through survey, we investigate the affect of the four dimensions of symbolic image on consumer's brand loyalty. Our research shows that through the mediation of brand involvement, brand trust and self-brand connection, symbolic image of brand positively influence brand loyalty. Speaking concretely, all the four dimensions of symbolic image positively influence consumer's self-brand connections, at the same time, both the personal and collective image positively influence brand involvement, and all the personal, social and relational image positively influence brand trust. And brand involvement, self-brand connections and brand trust can accelerate consumer's loyalty to brand directly.