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

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.