TITLE:
Will Consumers’ Learning Motivation Affect Their Brand Loyalty? Research on Moderating Role of Brand Cognition
AUTHORS:
Wen Li, Tian’e Fu, Ziying Huang
KEYWORDS:
Learning Motivation, Brand Cognition, Brand Loyalty
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.6 No.11,
November
24,
2016
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.