Relationship between content marketing and brand loyalty of New-China-Chic brand based on nationalism
Year: 2022
Type: article
Study design: Observational Study
Abstract: This paper explores the relationship between content marketing and consumer brand loyalty to the ‘New-China-Chic’ brand. It constructs a structural equation model, Through questionnaires distributed to the fan groups of various brands and offline stores, results show that the four different dimensions of content marketing strategy, namely the culture, entertainment, emotion and interaction, are the main factors affecting consumers' loyalty to the ‘New-China-Chic’ brand. Among them, emotional content and cultural content??= 0.304??= 0.209) have a strong impact on brand loyalty. Brand identity also plays a strong intermediary role in the relationship between the four different dimensions of content marketing and brand loyalty. Moreover, the data shows that consumer ethnocentrism has a significant regulatory effect on brand identity and brand loyalty in cultural content and emotional content, while interactive content and entertainment content have a weak impact.
Institution: China University of Political Science and Law
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $129
OpenAlex ID: W4293576944