Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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

Authors
Yang Chen1, a, , Haoran Qin2, b,
1Coventry University
2Inner Mongolia Agricultural University
b

Haoran Qin. Email: haoranqin@emails.imau.edu.cn

These authors contributed equally.

*aYang Chen. Email:lexichen0808@gmail.com
Corresponding Author
Yang Chen
Available Online 15 December 2021.
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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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.524How to use a DOI?
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.

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  -