期刊名称：American Journal of Industrial and Business Management
印刷版ISSN：2164-5167
电子版ISSN：2164-5175
出版年度：2016
卷号：06
期号：11
页码：1075-1084
DOI：10.4236/ajibm.2016.611101
语种：English
出版社：Scientific Research Publishing
摘要：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.
