The impact of brand perception of "standards plus certification" regional quality brands on consumer loyalty - the case of "Zhejiang manufacturing"

PurposeSince the "Standards + Certification" regional quality brand initiative has become a key component of China's efforts to promote a quality-driven economy, this paper aims to examine the effect of perception, trust and satisfaction toward the regional quality brand on consumer loyalty.Design/methodology/approachData were collected from 401 consumers who have bought "Zhejiang Manufacturing" regional quality brand products. The structural equation modeling (SEM) technique was applied to assess the relationship of the research model.FindingsThe results show that brand perception, trust and satisfaction toward regional quality brands all significantly positively impact both consumer behavioral and attitudinal loyalty. Further, the results confirmed that brand trust and satisfaction fully mediate the relationship between brand perception and behavioral loyalty and partially mediate the relationship between brand perception and attitudinal loyalty.Originality/valueThis study presents a conceptual model on the impact of perception toward regional quality brands on consumer loyalty in a field where little research has been done. It offers a consumer-focused analysis that advances the theoretical and empirical knowledge of regional quality brands.