Based on the Fan Economy, Explore the Impact of Private Brand Avatar and Advertising Attitudes on Consumer Repurchase Intentions

Abstract

Marketing decision analysis, operation performance, and business model innovation are increasingly important elements of fan economic theory which means that the fans will support their favorite celebrity or brand with money, and much attention has been paid to the impacts of avatars. This study explores the structural relationship of private-brand avatar consistency, private-brand attractiveness, advertising attitudes, brand association, private-brand loyalty, and repurchase intention. The study found private-brand avatar consistency and private-brand attractiveness directly influence advertising attitudes and brand association, advertising attitudes, and brand association positively affect private-brand loyalty, and private-brand loyalty significantly and positively affects repurchase intention. It is particularly important for a corporation that wants to create a private-brand avatar, to consider the extent of consistency and attractiveness of private-brand avatar.