Author(s)

Tongyu Liu ¹

Affiliation(s)

¹ Lyceum of the Philippines University Manila, Manila, 1002, Philippines

Corresponding Author

Tongyu Liu

ABSTRACT

This study aims to investigate the relationship between enterprise brand building and consumer loyalty. Through a comprehensive literature analysis and empirical research methods, this paper examines the influencing factors and mechanism of effect of enterprise brand building on consumer loyalty. The research results indicate that factors such as enterprise brand image, perceived quality of the brand, relationship marketing, and brand experience have significant impacts on consumer loyalty. Further analysis reveals that brand satisfaction, brand trust, and brand identity play a mediating role between brand building and consumer loyalty. These findings provide valuable insights for enterprises to develop and implement effective brand management strategies to enhance consumer loyalty and brand value.

KEYWORDS

Enterprise brand building, Consumer loyalty, Brand image

CITE THIS PAPER

Tongyu Liu, Research on the Relationship between Enterprise Brand Building and Consumer Loyalty. Industrial Engineering and Innovation Management (2023) Vol. 6: 49-53. DOI: http://dx.doi.org/10.23977/ieim.2023.060809.

REFERENCES

[1] Fan Enze. Correlation between Short Video Interactions and Consumer Loyalty from the Perspective of Perceived Value. Business Economics Research, 2022.
[2] Yu Juping. Exploring the Relationship between Brand Marketing and Consumer Behavior from the Perspective of Consumer Culture. Times Economic and Trade, 2022.
[3] Lin Yingxin, Tu Yayi, and Shi Lei. Improving the Interactive Effect between Regional Agricultural Products Brands and Enterprise Brands. Southern Agriculture, 2021.
[4] Yin Xiajun and Xie Ting. Investigating the Conversion Path from Consumer Satisfaction to Consumer Loyalty in Cross-border E-commerce Platforms. Business Economics Research, 2021.

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