Qing Ni; HaYoungho

doi:10.70711/frim.v3i11.7680

A Study on the Impact of Trendy Toy Brand Experience on Consumers Brand Loyalty from the Perspective of the Mediating Role of Consumer Satisfaction

Qing Ni, HaYoungho

Abstract

This study aims to explore how trendy toy brand experience influences brand loyalty through consumer satisfaction. Based on the
brand experience theory, consumer satisfaction theory, and brand loyalty theory, a concise SEM (Structural Equation Modeling) model is constructed. Questionnaire surveys are used to collect data, and structural equation modeling and Bootstrap mediating effect test are applied for
data analysis. The results show that: trendy toy brand experience has a significant positive impact on consumer satisfaction and brand loyalty;
consumer satisfaction has a significant positive impact on brand loyalty; and consumer satisfaction plays a partial mediating role between
trendy toy brand experience and brand loyalty. This study enriches the application of brand experience theory and has practical guiding significance, which can help trendy toy brands improve consumer loyalty.

Keywords

Trendy Toy Brand Experience; Consumer Satisfaction; Brand Loyalty; Mediating Role; Quantitative Research

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References

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DOI: http://dx.doi.org/10.70711/frim.v3i11.7680

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