An empirical study on impacts of brand cognition on brand loyalty

Consumers´ brand loyalty begins with brand cognition, so it has theoretical and practical significance to study the impact of brand recognition on brand loyalty. Based on literature searching, this paper divides brand cognition into brand association, brand image and perceived quality, builds conceptual model of impact of brand recognition on brand loyalty, and combines the model with the data. The empirical results show that brand cognition has significant impact on brand loyalty. In its internal mechanism, brand association and brand image influence brand loyalty through perceived quality, and perceived quality influence brand loyalty directly.