The Effect of Brand Impression on Customers' Behavioral Loyalty: An Empirical Study

With the alteration of marketing paradigms, the term of "brand" becomes more and more popular among academics and industries, which indicates the forthcoming of "brand competition" in the new era. However, empirical studies on brand impression are still limited. In order to reveal the effect of brand impression on consumer awareness and behavioral loyalty, as well as their internal interactions, we attempt to construct our hypotheses through theoretical analysis and logical deductions, for which we conduct an empirical study by using customer data from Chinese hotels as our sampling frame. It is proved through our work that customers do have positive emotional awareness and behavior towards a brand with positive impression.