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自我品牌链接和体验对忠诚度影响的实证研究.docx

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自我品牌链接和体验对忠诚度影响的实证研究 Title:TheImpactofSelf-BrandingLinkageandExperienceonLoyalty:AnEmpiricalStudy Abstract: Thispaperaimstoinvestigatetherelationshipbetweenself-brandinglinkage,brandexperience,andcustomerloyalty.Buildingandmaintainingastrongcustomerbaseiscrucialforthesuccessofanybusiness.Intheeraofsocialmedia,customershavetheabilitytocreateandprojecttheirownpersonalbrand,whichcaninfluencetheirpurchasingdecisionsandloyaltytowardsaparticularbrand.Therefore,understandingtheimpactofself-brandingandbrandexperienceoncustomerloyaltyisessentialformarketerstodevelopeffectivemarketingstrategies.Thisstudyemploysaquantitativeresearchapproach,utilizingstructuredquestionnairestogatherdata.Thefindingsrevealthatself-brandinglinkageandbrandexperiencehaveapositiveinfluenceoncustomerloyalty,highlightingtheimportanceofcreatingastrongbrandidentityanddeliveringexceptionalbrandexperiences. Introduction: Theconceptofself-brandinghasgainedsignificantattentioninrecentyears,asindividualsstrivetoestablishtheirownpersonalbrandandidentitywithinthedigitallandscape.Socialmediaplatformsprovideindividualswiththetoolstocreate,shape,andcommunicatetheirpersonalbrandstoavastaudience.Inthiscontext,brandsarenotonlycompetingwitheachotherbutalsowiththepersonalbrandsthatconsumershavecreatedforthemselves.Understandinghowself-brandinglinkageandbrandexperienceinfluencecustomerloyaltyisthusimportantformarketerstodevelopeffectivestrategiesthatresonatewiththeirtargetaudience. LiteratureReview: Self-brandingreferstotheprocessthroughwhichindividualsactivelymoldandcommunicatetheirownpersonalbrandimage.Itinvolvescreatingauniqueidentity,projectingittothepublic,andmaintainingconsistencyacrossdifferentplatformsandinteractions.Self-brandinglinkagedescribestheconnectionbetweenanindividual'spersonalbrandandtheirpreferredbrands.Pastresearchhasindicatedthatindividualswhohaveastrongself-brandinglinkagewithaspecificbrandaremorelikelytoexhibitbrandloyalty. Brandexperiencereferstothecumulativeeffectofalltouchpointsandinteractions