Based on the Fan Economy, Explore the Impact of Private Brand Avatar and Advertising Attitudes on Consumer Repurchase Intentions
- 10.2991/aebmr.k.210601.073How to use a DOI?
- Private-brand avatar consistency, Private-brand avatar attractiveness, Advertising attitude, Brand association, Private-brand loyalty, Repurchase intention
Marketing decision analysis, operation performance, and business model innovation are increasingly important elements of fan economic theory which means that the fans will support their favorite celebrity or brand with money, and much attention has been paid to the impacts of avatars. This study explores the structural relationship of private-brand avatar consistency, private-brand attractiveness, advertising attitudes, brand association, private-brand loyalty, and repurchase intention. The study found private-brand avatar consistency and private-brand attractiveness directly influence advertising attitudes and brand association, advertising attitudes, and brand association positively affect private-brand loyalty, and private-brand loyalty significantly and positively affects repurchase intention. It is particularly important for a corporation that wants to create a private-brand avatar, to consider the extent of consistency and attractiveness of private-brand avatar.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Li-Yu Tseng AU - Min-jing Mai AU - Hao-Nan Xu AU - Sheng-Ao Dong PY - 2021 DA - 2021/06/02 TI - Based on the Fan Economy, Explore the Impact of Private Brand Avatar and Advertising Attitudes on Consumer Repurchase Intentions BT - Proceedings of the 2021 International Conference on Enterprise Management and Economic Development (ICEMED 2021) PB - Atlantis Press SP - 410 EP - 416 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210601.073 DO - 10.2991/aebmr.k.210601.073 ID - Tseng2021 ER -