The Relationship Between Brand Image and Consumer Loyalty of Online Platforms Based on Data Analysis

• Lin Su ^[1] ; Haojie Liao ^[1] ; Wenji Huang ^[2] ; Xichao Zhao ^[2] ; Xiaoyu Wei ^[2]
  1. [1] Guangxi University of Finance and Economics

     Guangxi University of Finance and Economics

     China

     
  2. [2] Faculty of Humanities and Social Sciences /Macao Polytechnic University, Macau SAR, China
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 63, 2023, págs. 413-425
• Idioma: inglés
• Enlaces
  • Texto completo (pdf)
• Resumen

  • The brand image of online platforms refers to consumers’ perception, evaluation, and emotional response to the brand of online platforms. It consists of three levels: brand cognition, brand attitude, and brand emotion. Brand awareness refers to consumers’ understanding of the brand, brand attitude refers to consumers’ evaluation and preferences towards the brand, and brand emotion refers to consumers’ emotional reactions and experiences towards the brand.

    Online platforms have become an important component of consumers’ daily lives.

    Brand image, as an important component of corporate image, has an increasingly prominent impact on consumer loyalty. This article aims to use the element extraction plugin written in the secondary development technology of Corel DRAW software based on big data technology. Various traditional elements of the brand image of online platforms were extracted using the K-Means clustering method. At the same time, a preliminary exploration was conducted on the research methods for determining the essential features of consumer loyalty factors.

• Referencias bibliográficas
  • Ashraf F, Nagy G. (2019). HBIM as a tool for branding historical Egyptian sites by utilizing augmented reality. In IOP Conference Series:...
  • Bialkova S, Ros E. (2021). Enhancing Employer Branding via High-Tech Platforms: VR and Digital. What Works Better and How?. mrev management...
  • Coelho F J, Bairrada C M, de Matos C A F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and...
  • Heller J, Hilken T, Chylinski M, Keeling D I, Mahr D, Ruyter K. (2020). How to strategically choose or combine augmented and virtual reality...
  • Huertas A, Gonzalo J. (2020). The role of augmented reality in destination branding. Tourism and hospitality management, 26(2), 419-436.
  • Husain R, Paul J, Koles B. (2022). The role of brand experience, brand resonance and brand trust in luxury consumption. Journal of Retailing...
  • Kozinets R V. (2022). Algorithmic branding through platform assemblages: core conceptions and research directions for a new era of marketing...
  • Kshetri N. (2023). Web 3.0 and the metaverse shaping organizations’ brand and product strategies. IT Professional, 24(02), 11-15.
  • Lo W H, Cheng K L B. (2020). Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality...
  • Li Z, Hasan N A B M, Adzharuddin N A, Yasin M A I. (2023). The Communication Strategy of Brand Advertising in the New Media Era, Revista Ibérica...