The Relationship Research Between Brand Association, Brand Awareness, Brand Satisfaction, and Brand Loyalty in Three Squirrels’ Virtual Image

DOI

10.2991/assehr.k.211209.524How to use a DOI?

Keywords

Brand virtual image; Brand loyalty; Brand satisfaction; Brand awareness; Brand association; Smart PLS

Abstract

In order to explore and verification the existing theory about brand loyalty, this study takes Three Squirrels as an example, further verifies it in the form of online survey, and puts forward a new influencing factor is brand virtual image. For the aim of this study, this study uses the relevant theories about brand loyalty, brand satisfaction, brand awareness, brand association. In addition, SPSS is used to analyse the data by linear regression. The results show that, brand virtual image has a direct and positive influence on brand loyalty and brand satisfaction. Moreover, brand virtual image has an indirect and positive influence on brand loyalty, which through brand satisfaction.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yang Chen
AU  - Haoran Qin
PY  - 2021
DA  - 2021/12/15
TI  - The Relationship Research Between Brand Association, Brand Awareness, Brand Satisfaction, and Brand Loyalty in Three Squirrels’ Virtual Image
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 3215
EP  - 3221
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.524
DO  - 10.2991/assehr.k.211209.524
ID  - Chen2021
ER  -