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The Influencing Factors and Strategy Analysis of the Formation and Consolidation of Consumer Brand Loyalty

In: Proceedings of the 2024 2nd International Conference on Management Innovation and Economy Development (MIED 2024)

Author

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  • Yuxi Shao

    (Beijing Normal University, Faculty of Economics and Business Administration)

Abstract

Customer brand loyalty has long been the focus of attention of enterprises when studying consumer behavior because it determines whether enterprises can have customers for a long time and obtain profits from them. In today’s digital age, the factors that influence brand loyalty are more diverse, and in addition to the well-known factors of the past, different industries have their special concerns. Past research still has gaps in understanding how these factors interact across different consumer groups and market conditions. Through qualitative analysis, this paper attempts to further find the factors that affect user loyalty. The research finds that consumers’ brand identification, emotional connection, and perceived value are related, and there is a certain logical connection between them. Then, the case analysis of Apple and IKEA gives some strategies to build and consolidate brand loyalty in line with the current development trends, such as using social media to increase the frequency of contact with customers and provide personalized services.

Suggested Citation

  • Yuxi Shao, 2024. "The Influencing Factors and Strategy Analysis of the Formation and Consolidation of Consumer Brand Loyalty," Advances in Economics, Business and Management Research, in: Barbara Siuta-Tokarska & Adriana Grigorescu & Yifeng Zhu (ed.), Proceedings of the 2024 2nd International Conference on Management Innovation and Economy Development (MIED 2024), pages 425-432, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-542-3_49
    DOI: 10.2991/978-94-6463-542-3_49
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