The Relationship Research Between Brand Association, Brand Awareness, Brand Satisfaction, and Brand Loyalty in Three Squirrels’ Virtual Image
- 10.2991/assehr.k.211209.524How to use a DOI?
- Brand virtual image; Brand loyalty; Brand satisfaction; Brand awareness; Brand association; Smart PLS
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.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
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 -