The Impact of Brand Cultural Identity on Consumer Loyalty

Abstract

In today's fierce market competition, brand cultural identity as a link between brands and consumers has been paid more and more attention. This study takes the influence of brand cultural identity on consumer loyalty as the theme and discusses how to enhance consumer loyalty through the construction and dissemination of brand culture. This study uses literature analysis to sort out the relevant research results at home and abroad. It summarizes the key factors of brand cultural identity and the relationship between them and consumer loyalty. The results show that brand cultural identity can significantly enhance consumer loyalty by influencing consumers' emotions, attitudes and behaviours. Specifically, the stronger the consumer's cultural identity with the brand, the higher their repeated purchase behaviour and positive word-of-mouth communication will be. In addition, consumers have different sensitivity to brand cultural identity under different cultural backgrounds. The research conclusion points out that enterprises should pay attention to the shaping and dissemination of brand culture, combine the cultural background and values of target consumers, and create a brand image that meets their expectations, to achieve the promotion of consumer loyalty. This study has important practical significance for formulating enterprise marketing strategy and provides a reference for future academic research.