A Study of Brand Loyalty under the Complex Background of Buying Behavior

There is no universally agreed definition of brand loyalty till today.This article introduces three popular modes of brand loyalty: loyalty driven by attitude;loyalty of behaviour towards the brand;weak loyalty or no loyalty.The brand loyalty under the pattern of complex buying behavior is in accord with the loyalty driven by attitudes.According to Oliver's framework of the four stages of loyalty that is" Cognitive-Affective-Conative-Action",we think the loyalty driven by attitude is a psychological process of a deeply commitment to brand,the driven factors can be summed up as four varieties: perceived brand value;brand satisfaction;brand trust and brand commitment.The findings provide theoretical guidance for marketing practices.