| Issue |
MATEC Web Conf.
Volume 100, 2017
13th Global Congress on Manufacturing and Management (GCMM 2016)
|
|
|---|---|---|
| Article Number | 05025 | |
| Number of page(s) | 6 | |
| Section | Part 5: Management Engineering | |
| DOI | https://doi.org/10.1051/matecconf/201710005025 | |
| Published online | 08 March 2017 | |
The Impact of Brand Awareness and Customer Experience on the Brand Loyalty of MI
1 School of Business and Management, North eastern University, Shenyang 110819, China
2 School of Management, North eastern University at Qinhuangdao, Qinhuangdao 066004, China
Corresponding Email: wanglin05vip@163.com
This study discusses the impact of brand awareness and customer experience on brand loyalty of MI. This study randomly selected the people who have purchased the MI’s product to complete the questionnaire. The variables of this questionnaire included population statistics variables, the brand awareness of consumers, the experience of consumers when purchasing, and the customer’s loyalty of its brand. By using the SPSS to analyze the date from reliability analysis, validity analysis, correlation analysis and descriptive statistical analysis of each variable. As the results shown, brand awareness can positively predict brand loyalty. Service experience and emotional experience can positively affect brand loyalty. There existed significantly positive correlation among brand awareness, service eexperience, emotional eexperience and brand loyalty. Finally, summarizing the empirical results, and bringing up some limitation and expanding direction of this research.
© The Authors, published by EDP Sciences, 2017
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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