Abstract Brand loyalty is closely related to marketing strategy and customer perceived value. Current researches only focus on marketing strategy or customer perceived value. However, they do not pay much attention to the effects of marketing strategy and customer perceived value on brand loyalty together. Based on the conceptual model of marketing strategy, customer perceived value and brand loyalty, this paper applies literature research, questionnaire survey and focus group interviews to empirically test the effects of marketing strategy and customer perceived value on brand loyalty on the analysis of structural equation model, taking “NIKE” for example. The result shows that marketing strategy has a significant effect on customer perceived value, and both marketing strategy and customer perceived value have a significant effect on brand loyalty. Furthermore, we find that customer perceived value is the mediator between marketing strategy and brand loyalty, and marketing strategy affects brand loyalty more through customer perceived value. These results provide a theoretical basis for further research of influencing factors of brand loyalty and have practical and academic implications to innovate cultivating mode and strategy of brand loyalty in marketing.
ZHENG Wen-Qing,HU Guo-Zhu,FENG Yu-Qin. The Impact of Marketing Strategy on Brand Loyalty: The Mediating Role of Customer Perceived Value. Economic Survey, 2014, 31(6): 090.
2014, Vol. 31 
