Resumen de Regional Brand Loyalty of Green Tea Based on the Theoretical Norms of Subjective Consumer Behavior Information

Haidong Liang, Linwei Yan, Somjai Nupueng

• The research explores the factors of different behavior information of subjective norms on loyalty intentions and loyalty behaviors, different relationship’s behavior information, different level influence. The influence of consumers’ family members, relatives and friends, and other people was explored. The results showed that the influence of family members’ behavior information had the greatest impact on loyalty intention, other people had the second greatest impact, and relatives and friends had the third greatest impact. The influence of family members and relatives and friends is significant in creating loyalty behavior directly among consumers, but the others’ is insignificant on loyalty behavior directly. Also, loyalty intention partially mediates the behavior information effect of family members, relatives and friends on loyalty behavior but fully mediates effect of others. This research provides a basis for the companies to develop their marketing strategies. Additionally, this study explored different level influence of different subjective norms and also enriched the application the theory in the field of tea.