Exploration of the Relationship Between Brand Image and Consumer Loyalty
Abstract
the formation of brand image and the varying effects of brand image dimensions on loyalty. Through an extensive study of consumer cognition, brand image, and loyalty, the paper proposes a positive influence mechanism of brand image on loyalty and further quantifies this
relationship through a formula model. Through empirical research and case studies, this paper validates the close connection between brand
image and loyalty, particularly highlighting the role of brand awareness, perceived quality, and emotional connection in enhancing loyalty.
The research findings suggest that effective brand image construction can significantly improve consumer loyalty, thereby providing strong
support for a company’s market competitiveness.
Keywords
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DOI: http://dx.doi.org/10.18686/fm.v10i2.13951
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