Impact of brand image on the brand experience of consumers in China: Brand loyalty as a mediator

Abstract

We investigated the impact of brand image on brand loyalty, and assessed the mediating role of brand experience in this relationship. The sample comprised 439 consumers in China. The results showed there was a significant positive correlation between brand image and brand loyalty. Additionally, brand experience played a mediating role in this relationship. Our research findings contribute to better understanding of the relationships between brand image, brand loyalty, and brand experience among consumers in China. These discoveries also offer practical insights for business operators seeking to enhance consumer brand loyalty. Implications and directions for future research are discussed.