Research on Overvalue Brand Customer Loyalty Influencing Factors and Specific Influencing Power

摘要

This study investigates factors influencing constitution of overvalue brand and their influential level using the survey research method. According to data analysis based on large volumes of questionnaire responses, our results show that price quality ratio, which has the comprehensive indicating ability, is the most important influencing factor to the brand loyalty of overvalue brands. And among other indicators related to this crucial one, price and quality individually also both are remarkably important in shaping customer loyalty to overvalue brand. Thus, for products intending to get high profit margin by overvalue brands, overvalue level should be a relative factor, and keeping a reasonable price overvalue is the key driver maintaining a constant and sustainable customer loyalty. This result will be a strategy-helper for manages willing to create overvalue brand or operating and keeping a brand value-add.