The Effect Mechanism of Product Brand Image on Corporate Brand Loyalty: An Empirical Study of Campus Credit Card

摘要

Product homogeneity is severe in the market nowadays. Product brand image becomes a key factor to raise the corporate brand loyalty and promote enterprise to profit consistently. This article sets up a mechanism of how product brand image affects corporate brand loyalty based on the relationship among product brand image, product brand trust, customer satisfaction and corporate brand loyalty. This empirical study of college student's credit card and bank loyalty indicate that product brand image and customer satisfaction can drive corporate brand loyalty directly, and product brand trust has an indirect impact on corporate brand loyalty; besides, product brand image is the most important factor influencing corporate brand loyalty.