American Journal of Industrial and Business Management

Volume 6, Issue 11 (November 2016)

ISSN Print: 2164-5167   ISSN Online: 2164-5175

Google-based Impact Factor: 1.43  Citations  h5-index & Ranking

Will Consumers’ Learning Motivation Affect Their Brand Loyalty? Research on Moderating Role of Brand Cognition

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DOI: 10.4236/ajibm.2016.611101    2,023 Downloads   4,370 Views  Citations

ABSTRACT

Consumer’s learning motivation has an influence on learning effect and further on practical result of marketing strategy. In this paper, based on references of Learning Motivation Scale compiled by Amabile and revised by Liping Chi et al., which contain six dimensionalities as challenging, enthusiasm, dependence of others’ comments, selection of simple tasks, focus of interpersonal competition and pursuit of return, Brand Cognition Scale by Keller and Aaker, and Brand Loyalty Scale by Yoo and Donthu, a model is established to research relationship among consumers’ learning motivation, learning effect (cognition to brand) and brand loyalty. Questionnaire survey is made to verify research hypothesis. As the research result shown, enthusiasm and pursuit of return have a significant influence on brand image; enthusiasm, dependent evaluation, focus of interpersonal competition and pursuit of return are significantly influential to brand recognition; brand cognition has a positive influence on brand loyalty.

Share and Cite:

Li, W. , Fu, T. and Huang, Z. (2016) Will Consumers’ Learning Motivation Affect Their Brand Loyalty? Research on Moderating Role of Brand Cognition. American Journal of Industrial and Business Management, 6, 1075-1084. doi: 10.4236/ajibm.2016.611101.

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