Key Factors Impacting Consumer Brand Loyalty in Virtual Brand Community in Chengdu, China
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Abstract
Purpose: This study aims to explore the key factors that significantly impact customers' brand loyalty in virtual brand communities in five districts of Chengdu. The conceptual framework proposes brand experience, brand love, brand satisfaction, brand trust, brand affect, brand image, and brand loyalty. Research design, data, and methodology: The researchers used a quantitative method (n=500) to distribute questionnaires to customers of Xiao Hongshu, a virtual brand community in Chengdu. The structure of non-probabilistic sampling includes judgment, quota, and convenience sampling, distributing online and offline surveys to customers in the main urban area of Chengdu. The item-objective congruence (IOC) and the pilot test with 30 respondents have been tested. Structural equation modeling (SEM) and confirmatory factor analysis (CFA) are used for data analysis, including model fitting, reliability, and validity. Results: The results show that brand love, brand satisfaction, brand trust, brand influence, and brand image have a significant impact on brand loyalty. Furthermore, brand experience has a significant impact on brand love. In addition, brand satisfaction has a significant impact on brand trust. Nevertheless, Brand experience has no significant impact on brand loyalty. Conclusions: Brand owners should pay attention to customer expectations, which leads to brand love and trust and is more likely to increase brand loyalty.
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