Year: 2025
Type: article
Abstract: In the rapidly evolving digital era, the integration of multimedia elements into brand design has become a pivotal strategy for enhancing brand loyalty and awareness. This study explores how characteristics such as interactivity, innovativeness, and emotional ambiance of multimedia elements influence consumer perceptions and behaviors. Through a controlled experiment involving 500 participants, the authors found that richer multimedia experiences significantly boost brand loyalty and awareness compared to traditional communication methods. Specifically, higher interaction frequency, innovative content, and strong emotional resonance were positively correlated with enhanced brand perception. These findings underscore the strategic importance of multimedia elements in modern brand design, offering actionable insights for practitioners aiming to build robust brand relationships in competitive markets.
DOI: 10.4018/ijec.387828
Authors: An Liu, Bo Jin
Institution: Jingchu University of Technology
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413975900