特斯拉品牌形象对顾客忠诚度的影响研究

Abstract Branding has shifted its focus towards using Artificial Intelligence (AI) in how businesses communicate with consumers and how the latter are persuaded. The following paper examines how the enhanced adoption of the brand image through artificial intelligence affects customers’ behavior, integrated with AI clarification and optimization of marketing strategies and engagements. AI’s ability to deliver personalized communication and product suggestions increases customers’ satisfaction and brand loyalty, while chatbots and customer-oriented AI solutions improve performance and strengthen a positive perception of a company’s brand. Further, AI’s strengths in realizing sentiment analysis and trend foreseeing help it act rapidly on reputation issues and strengthen brand credibility. Coca-Cola, H&M, Netflix, and Tesla are examples of industry leaders who have already experienced the advantages of the AI application for brand improvement. These firms employ AI methods to deliver customized content, real-time assistance and service, and product customization to enhance. However, using artificial intelligence in branding has pros and cons in the following ways. AI technologies, including data privacy, ethical considerations, and inherent biases, must be handled to build consumer confidence. Limited resources may pose challenges for smaller enterprises, but AI-branding strategies are becoming more accessible. AI is crucial for promoting brand image and influencing consumer decisions, making it an opportunity for creating unique, compelling, and customer-oriented brand experiences. As AI technology develops, it will play a crucial role in the future relationship between branding strategies and consumers in the emerging digital environment. Therefore, it is essential to address these concerns to ensure consumers have confidence in AI systems.

This research examines the innovative business analysis and marketing strategies employed by Tesla, a leading electric vehicle manufacturer, in the digital age. The study analyzed Teslas business model, marketing strategies on social media and word-of-mouth (WOM), and the impact of these strategies on its success. Data was collected from publicly available sources, including Teslas official website, social media platforms, and industry reports. The analysis utilized SWOT and 4P frameworks to assess Teslas business model and marketing strategies. The study found that Teslas success can be attributed to its vertically integrated business model, its focus on sustainability and innovation, and its effective use of social media and Word of mouth (WOM) marketing. Teslas strategies have created a strong brand image, fostered customer loyalty, and driven significant market share gains. The findings suggest that companies in the automotive industry and other sectors can draw valuable lessons from Tesla's innovative approach to business and marketing in the digital age.

Since its establishment in 2003, Tesla has been a pioneer in the global electric vehicle industry and entered the Chinese market in 2014, quickly becoming a leader. However, its success has been accompanied by controversies and scandals. In 2020, a sudden price reduction sparked dissatisfaction among car owners, leading to legal actions. Additionally, incidents of vehicle self-ignition, charging failures, and braking issues in China have raised widespread consumer concerns. Tesla executives often deny responsibility, blaming external factors or improper operation, which further damages the brand image. This report uses qualitative analysis to explore the impact of Tesla's public relations crises in China on consumer loyalty. Research shows that product quality, service level, and technological capability are key factors. Despite Tesla's achievements, its improper handling of crises has weakened its brand. To restore trust, Tesla must focus on consumer needs and expectations, improving service quality.

In today's fierce market competition, brand cultural identity as a link between brands and consumers has been paid more and more attention. This study takes the influence of brand cultural identity on consumer loyalty as the theme and discusses how to enhance consumer loyalty through the construction and dissemination of brand culture. This study uses literature analysis to sort out the relevant research results at home and abroad. It summarizes the key factors of brand cultural identity and the relationship between them and consumer loyalty. The results show that brand cultural identity can significantly enhance consumer loyalty by influencing consumers' emotions, attitudes and behaviours. Specifically, the stronger the consumer's cultural identity with the brand, the higher their repeated purchase behaviour and positive word-of-mouth communication will be. In addition, consumers have different sensitivity to brand cultural identity under different cultural backgrounds. The research conclusion points out that enterprises should pay attention to the shaping and dissemination of brand culture, combine the cultural background and values of target consumers, and create a brand image that meets their expectations, to achieve the promotion of consumer loyalty. This study has important practical significance for formulating enterprise marketing strategy and provides a reference for future academic research.

Abstract Building on what is one of the key concepts in the marketing literature, this conceptual paper investigates how consumer identity, as rooted in social identity theory (SIT), is not only correlated with emotional brand loyalty, but also with the resistance to switching to a new disruptive brand, arguing that: brand loyalty is dependent, to a substantial degree, on the alignment of an established brand with the consumer identity; brand switching is not only a function of price or value, but also of a threatening identity; the branding strategy of a new, disruptive brand faces the challenge of overcoming not only marketplace inertia and strengthening allegiance to existing brands, but also strong cultural roots; as competition for consumer's social identity against strong, culturally entrenched brand loyalties will be fierce, a consumer will highly resistant to switching brands as doing so incurs not only a loss of monetary value, but emotional and social value as well, providing practical implications, while also calling future empirical studies validate this model and examine how brand loyalty and switching resistance manifest from various industries and cultural context when it comes to true disruptive innovation, thus contributing to the ever-growing understanding of human behavior in the modern marketplace. Keywords: Consumer Loyalty, Brand Switching Resistance, Social Identity Theory, Disruptive Innovation, Brand Identity, Social Influence

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This study focuses on Tesla owners as research subjects, collecting data through questionnaires and a small number of interviews to explore the key factors influencing their user loyalty and their specific manifestations. The research centers on core dimensions such as product performance, brand image, charging experience, and service quality, analyzing how these factors collectively impact users' repurchase intentions, recommendation intentions, and brand preferences. The study uses four dimensions (product performance, brand image, charging experience, service quality) to analyze their combined impact on user loyalty indicators: repurchase intent, recommendations, and brand preference. Data from questionnaires and interviews were categorized by dimension, then analyzed statistically to identify correlations and clarify how these factors interact to shape Tesla owners’ loyalty. The results show that product performance, the convenience of the supercharging network, and after-sales service experiences are important drivers for enhancing user loyalty, with significant differences existing among different user groups. The study suggests that Tesla further consolidate user stickiness through continuous innovation, optimizing service networks, and strengthening brand community building, while pointing out that other electric vehicle companies can draw lessons from these experiences. The study also reveals the limitations of existing methods in terms of data coverage and depth, providing directions for future research.

This study investigates the influence of brand activism on consumer loyalty and perceived social change, with a particular emphasis on the Indonesian consumer context. In an era increasingly shaped by value-oriented consumption, brand activism has evolved as a strategic corporate response that extends beyond conventional corporate social responsibility (CSR). Unlike traditional CSR, which predominantly emphasizes philanthropy and environmental sustainability, brand activism entails a company’s public engagement with sociopolitical issues, thereby fostering stronger ideological alignment with consumers. Grounded in Social Identity Theory and Stakeholder Theory, this research examines the extent to which perceived authenticity and consistency of brand activism initiatives affect both consumer behavior and broader societal perceptions. Employing a quantitative research design, data were collected via an online survey involving 300 participants with prior exposure to brand activism campaigns. The proposed model was tested using Structural Equation Modeling (SEM). The results indicate that brand activism has a significant positive effect on consumer loyalty (? = 0.58, p < .001) and enhances perceptions of social change (? = 0.42, p < .001). Moreover, consumer loyalty was found to mediate the relationship between brand activism and perceived social change (? = 0.35, p < .001), suggesting that loyal consumers contribute to the amplification of activism-driven societal outcomes. These findings have practical implications for marketers and brand strategists, highlighting the importance of sustained, genuine engagement with social causes. The study advances marketing scholarship by elucidating the connection between corporate performance and social transformation. Future research should consider longitudinal designs, objective social impact assessments, and cross-cultural comparative analyses to deepen insights into the evolving role of brand activism.

With the intensification of market competition, enterprises tell history and culture through brand story marketing, meet the emotional needs of consumers, and effectively enhance brand loyalty and competitiveness. This paper focuses on the impact of brand story marketing on consumer brand loyalty. Through empirical analysis, this paper explores how the three independent variables of narrative appeal, authenticity and cultural fit of brand stories influence consumer loyalty with the help of the two intermediary variables of emotional resonance and social identity. At the same time, the effect of consumers' emotional factors on the regulating variables in this process is investigated. The method of collecting data in this article is questionnaire survey, and the method of hypothesis testing is to use equation models. The results show that each dimension of brand story has a significant positive impact on the sincerity of consumers to the brand, which is partly realized through mediating variables, and consumer empathy has a positive moderating effect. The research of brand story is beneficial to promote the relationship between consumers and enterprises and provides theoretical and practical basis for the formulation of enterprise brand story marketing strategy.

Amidst intensifying global competition, corporate social responsibility (CSR) practices have become not only a moral imperative but also a core strategy for shaping brand image and maintaining consumer relationships. This study examines consumer perceptions of corporate CSR activities and explores the inherent connection between these perceptions and brand loyalty. Integrating social identity, stakeholder engagement, and customer satisfaction theories, we construct a "perceived CSR → corporate identity/customer satisfaction → brand loyalty" model. Using questionnaire data from consumers across multiple industries in a specific region, we employ structural equation modeling (SEM) and hierarchical regression analysis to empirically reveal the underlying mechanisms. The results indicate that consumers' positive perceptions of a company's CSR practices significantly enhance their identification with and satisfaction with the company's identity, thereby positively promoting affective and behavioral loyalty. The study also reveals the moderating role of consumer characteristics and the transparency of corporate CSR communication in this process. The significance of this study lies in providing empirical evidence and theoretical guidance for companies to design more precise CSR strategies that are more receptive to consumer recognition and translate into loyalty, highlighting the importance of implementing CSR from a consumer perception perspective.

Visual imagery has become a dominant way of conveying information and experience in today’s world, making graphic design vital to creating both brand image and consumer impression. Logo and use of colors, typography, and images are discussed as key aspects of graphic design and as the major components of the definition of the brand, including positioning strategies. The study offers lessons on the future of branding as well as the potential of visual branding in shaping consumer behavior, consumption rates, and brand perception and association. The study establishes that much importance has to be taken in applying design thinking and balance in the design of the brand touchpoints to improve brand recognition and perceived credibility of the brand to create brand champions. The study also details how design is crucial in developing brand experiences and influencing the generation of the required emotions and loyalty toward brands. Another exciting aspect arising from the analysis relates to business branding as well as an understanding of client needs within the current technological landscape through proficient graphic design.

PurposeEffective customer journey design (ECJD) is considered a key variable in customer experience management and an essential source of brand meaning and pro-brand behavior. Although previous research has confirmed its importance for driving brand attitudes and loyalty, the role of consumer-brand identification as a social identity-based influence in this relationship has not yet been discussed. Drawing on construal level and social identity theories, this paper aims to investigate whether effective journeys and the resulting overall journey experience are equally powerful in driving brand loyalty among customers with different levels of consumer-brand identification.Design/methodology/approachThe present article develops and tests a research model using data from the European and US service sectors (N = 1,454) to investigate how and when ECJD affects service brand loyalty.FindingsAcross two cultural contexts, four service industries and 33 service brands, the results reveal that ECJD is a crucial driver of service brand loyalty for customers with low consumer-brand identification. Moreover, the findings show that different aspects of journey effectiveness positively impact the valence of customers’ experience related to those journeys – a process that is ultimately decisive for their brand loyalty.Originality/valueThis study is unique because it generates theoretical and practical knowledge by combining the literature streams of customer journey design, customer experience and branding. Furthermore, this work demonstrates that consumer-brand identification is a critical boundary condition to be considered in the relationship between ECJD and brand loyalty in services.

Continuous enhancements of the intelligence of electronic products can lead to the homogenization of products and innovation of offline experiential marketing modes. The diversified development of brand sales channels is inevitable, to fulfill the diversified shopping demands of consumers. Based on 226 valid questionnaires, this study conducts empirical research with SPSS and AMOS to examine the impact of experience characteristics on consumer brand identity and brand loyalty. Then, the fanship consumer attribute is added to conduct path-moderating analysis. The results illustrated the following: (a) consumers act and relate experiences, which affects brand cognitive identity; thinking, acting, and relating experiences positively affect brands’ emotional identity; (b) cognitive identity and emotional identity can jointly create brand loyalty, and play a partial mediating role between offline experience and brand loyalty. Finally, the higher the fanship, the higher the consumer identity and the higher the brand loyalty. Overall, this study provides a certain basis for decision-making and suggestions for the offline operation of electronic brands.

: This study aims to investigate the relationship between enterprise brand building and consumer loyalty. Through a comprehensive literature analysis and empirical research methods, this paper examines the influencing factors and mechanism of effect of enterprise brand building on consumer loyalty. The research results indicate that factors such as enterprise brand image, perceived quality of the brand, relationship marketing, and brand experience have significant impacts on consumer loyalty. Further analysis reveals that brand satisfaction, brand trust, and brand identity play a mediating role between brand building and consumer loyalty. These findings provide valuable insights for enterprises to develop and implement effective brand management strategies to enhance consumer loyalty and brand value. In the increasingly competitive market environment, corporate brand building has become one of the important strategies for enterprises to enhance their competitiveness and achieve long-term development. Consumer loyalty, as one of the key factors for sustainable development of enterprises, is of great significance to their long-term success. Therefore, it is important to study the relationship between corporate brand building and consumer loyalty for enterprises to achieve sustainable development.

This research focuses on the intersection between Environmental, Social and Governance (ESG) reporting and corporate reputation, specifically in relation to supply chain transparency. ESG reporting has become an important aspect of corporate governance in an age of rising environmental and social consciousness. The research uses a qualitative method and case studies of companies across a wide range of industries, from Tesla to Walmart, Microsoft to Nestl to DHL, to investigate the effect of open ESG policies on public confidence and brand perception. Results show a strong positive relationship between ESG transparency and corporate reputation transparent companies have higher public trust and loyalty. But supply chain transparency remains a major obstacle due to lack of standardised ESG metrics and resistance from supply chain partners. This research also points to sectoral differences, with retail and logistics performing better than manufacturing and food & beverage because of easy supply chains and higher consumer demand. This research shows that robust ESG reporting is critical for reputation management and competitive advantage. It also stresses the need for industry-based tactics and the use of technologies like blockchain and IoT for visibility of the supply chain. These insights are helpful for organisations who are seeking to balance sustainability with business outcomes and stakeholder expectations.

In the contemporary digital era, new media has become an integral component of marketing strategies across industries, particularly in the automotive sector. This paper explores the transformative role of video marketing within automotive brand strategies on new media platforms such as YouTube, TikTok, and Bilibili. With consumer decisions increasingly influenced by online content, automotive video accounts play a pivotal role in shaping brand perception and driving sales. The analysis covers various successful marketing strategies employed by leading automotive brands, including Tesla's innovative showcases, BMW's emotional marketing, Audi's interactive experiences, and Ford's educational content. Each case study illustrates how automotive brands leverage video content to highlight their technological advancements, design excellence, and performance capabilities, effectively deepening consumer engagement and enhancing brand loyalty. The paper also addresses significant challenges faced in this dynamic landscape, such as intense market competition, the need for content innovation, platform algorithm changes, maintaining user engagement, and navigating data privacy regulations. Through a comprehensive study of these elements, the paper provides strategic insights and recommendations aimed at optimizing video marketing efforts in the highly competitive field of automotive sales. This research contributes to a deeper understanding of the impact of new media on automotive marketing and offers a blueprint for leveraging video content to achieve commercial success.

This research examines the impact of ethical marketing practices on consumer perception and brand loyalty in the contemporary digital marketplace through a comprehensive quantitative analysis. As businesses increasingly operate in virtual environments characterized by transparency and rapid information dissemination, ethical considerations have gained prominence in marketing strategies. Using a robust structural equation modeling approach with survey data from 487 consumers across diverse demographics, this study investigated the relationship between perceived ethical marketing practices, consumer trust, and subsequent brand loyalty. The measurement model demonstrated excellent psychometric properties with all constructs showing strong reliability (CR > 0.80) and validity. The findings reveal a significant positive relationship between ethical marketing practices and enhanced brand perception (β = 0.74, p < 0.001), with trust serving as a critical mediating variable (β = 0.67, p < 0.001). Digital platforms were found to amplify both the benefits of ethical marketing and the repercussions of ethical transgressions, with social media engagement moderating this effect significantly (β = 0.37, p < 0.001). The study identifies four key dimensions of digital ethical marketing that most strongly predict brand loyalty: transparency (β = 0.42), data privacy practices (β = 0.38), environmental sustainability communications (β = 0.29), and social responsibility initiatives (β = 0.26). These findings contribute to the theoretical understanding of consumer-brand relationships in digital contexts and provide empirical evidence for organizations seeking to build sustainable brand loyalty through ethical marketing practices.

This study investigates the complex interactions among product quality, brand perception, brand loyalty and price in shaping consumer purchasing decisions. Based on a quantitative research framework and structural equation modeling (SEM) was used to look at both direct and indirect effects between these variables. The results show that brand loyalty is the most important factor that affects the consumer buying behavior. This shows that it is the key to turning trust into action. Brand perception and product quality also have a positive effect on buying decision which shows how consumer attitudes and their experiences affect their product choices. Price also serves as a mediating variable in the model. Product quality and brand loyalty have a positive effect on how people see prices, while brand perception has a small negative effect. This means that strong brand associations don’t always lead to a fair price perception. The model explains a significant portion of the variance in consumer buying decisions and providing an in-depth comprehension of the interplay between emotional and evaluative factors and rational pricing considerations. These findings highlight the necessity for marketers and brand strategists to cultivate robust brand relationships, ensure consistent product quality and implement pricing strategies that align with consumer perceived value. This integrated perspective provides actionable strategies for improving consumer engagement, fostering consumer loyalty and ultimately affecting purchase intent in competitive market contexts.

This research paper explores the interplay between Elon Musk’s social media communication and the marketing success of the car manufacturer Tesla. The authors conduct an explorative case study. The results show that following Musk on Twitter influences brand loyalty and further marketing objectives of Tesla. The results provide first empirical insights on the link between Musk’s social media communication activities and the success of Tesla in the German market.

This study investigates consumer perceptions of electric‑vehicle (EV)–based green delivery options and evaluates their influence on brand sustainability perception, brand loyalty, purchase decisions, and willingness to pay. The research highlights the growing role of EVs in reducing carbon emissions, enhancing brand image, and meeting sustainability expectations. Using primary survey data from 144 respondents and multiple statistical methods—including correlation analysis, regression, ANOVA, chi‑square tests, T‑tests, and sentiment analysis—the study finds that consumers strongly associate EV‑based deliveries with environmental responsibility and innovation. Although positive environmental perception significantly enhances brand image, its direct impact on brand loyalty is moderate. Willingness to pay a premium for EV‑based delivery remains limited, driven mainly by age differences rather than income. Sentiment analysis further reveals strong positive feelings towards EV advantages and neutral sentiment regarding challenges. The findings provide actionable recommendations for businesses to improve green delivery strategies and strengthen consumer trust.

The study aimed to identify the main vectors of transformation of brand strategies under the influence of changes in consumer behavioural patterns in the retail sector. The study used the case study method to analyse the marketing strategies of five global brands: Netflix, Tesla, McDonald’s, Coca-Cola, Volvo, and five Ukrainian companies: Comfy, Foxtrot, Dnipro-M, ANC, and Klass. The main results demonstrated that personalised strategies using artificial intelligence, customer relationship management systems, chatbots and data management platforms provide a significant increase in the effectiveness of brand interaction. The introduction of personalised solutions has increased the Click-Through Rate by 50%, the conversion rate by 130%, the average check by 20-30%, and the customer retention rate in omnichannel models by 56%. The use of emotional branding, through cultural relevance, visual consistency and storytelling, significantly increases customer loyalty and satisfaction. Ukrainian companies that have adapted these practices have demonstrated a stronger digital presence, expanded audience, and steady growth in engagement across digital channels. The analysis of strengths, weaknesses, opportunities and threats showed that the key strengths of digital brands are the consistency of visual identity and personalisation, while the main weaknesses are technical dependence and the risk of reputational damage. Opportunities include the development of User-Generated Content and multichannel communications, while threats include increased competition and cybersecurity. The results obtained show that digital brand management is not only a communication tool, but also a strategic platform for building competitive advantages, strengthening loyalty and increasing brand value in a dynamic market. The practical significance of the study is determined by the fact that its results can be used by retailers to develop effective digital brand management strategies, incorporating personalisation, multichannel interaction and the introduction of artificial intelligence tools

This study investigates the influence of the customer journey on the development of a company’s value proposition amid the ongoing wave of digital transformation. Contemporary consumer expectations increasingly hinge on seamless, personalized interactions that transcend mere product attributes. Consequently, organizations must integrate customer journey analytics into strategic planning to remain competitive. The primary objective of this research is to examine how different stages of the customer journey—ranging from initial awareness to post-purchase engagement—affect perceived value and how personalization techniques can drive loyalty. By exploring data collection and analysis methods, alongside emerging technologies such as Big Data, artificial intelligence, and machine learning, the study illustrates how personalized offerings can be effectively implemented at each stage. Notable examples, including Amazon and Tesla, demonstrate how leveraging personalized data can enhance both customer satisfaction and long-term loyalty. Additionally, the analysis underscores that the adoption of omnichannel platforms and data-driven communication (e.g., telephony solutions and call centers) enables more dynamic consumer interactions, resulting in improved market positioning. Findings confirm that companies integrating rigorous customer journey analytics and personalization strategies bolster their competitive advantages while fostering deeper, more lasting customer relationships. This research offers practical insights for marketers, analysts, and customer service professionals seeking to harness cutting-edge technology to elevate the customer experience.

PurposeThe research aims to examine the influence of perceived value (PV) dimensions on brand loyalty of luxury car owners and to examine the mediating role of attitudinal loyalty (AL) between PV dimensions and behavioral loyalty (BL).Design/methodology/approachPrimary data for the study were gathered from the luxury car owners in Kerala, India. The construct measurements have been adopted from previous research studies. Structural equation modeling with the partial least square (PLS) technique was used to analyze the measurements and conceptual model.FindingsThe findings show that out of four PV dimensions among luxury car owners, the hedonic value (HV) significantly influences their AL. Economic value influences BL, and social values have an impact on AL as well as BL, but the relationship of functional value with any is not supported by the results. AL is a strong predictor of BL, and it actively mediates the relationship of HV and symbolic value with BL.Practical implicationsThe manufactures of luxury cars provide more importance to hedonic and symbolic elements while launching new models and consider the price perceptions of the targeted customers while making decisions related to brand attachment and brand loyalty.Originality/valueThis study contributes to the decision-making of the rapidly growing vehicle market by examining the perceptions and by providing the effects of perceived values among luxury car owners. Also, it extends the literature by developing a framework for PV dimensions on AL and BL and also incorporated the mediating role of AL.

This study investigates the impact of brand image, customer experience, and promotional offers on customer loyalty within the technology sector in Jakarta. Given the competitive environment, understanding these determinants is essential for technology companies seeking to retain customers and foster loyalty. Using a quantitative approach, data were collected from 220 respondents through structured questionnaires measured on a Likert scale of 1 to 5. Structural Equation Modeling-Partial Least Squares (SEM-PLS 3) was employed for data analysis. Results show that all three factors significantly and positively affect customer loyalty, with promotional offers demonstrating the strongest influence, followed by brand image and customer experience. These findings emphasize the importance of strategic branding, superior customer engagement, and value-driven promotional offers in cultivating loyalty. The study provides practical recommendations for managers to enhance loyalty by leveraging these factors effectively.

This paper aims at examining the application of green marketing by comparing and contrasting the best examples of three companies: Tesla, Patagonia, and Unilever. The studies focus on the strategies that organizations apply to incorporate sustainability into their marketing strategies and its effects on customers, brand image, and revenues. A case study research design was used and data from published reports, sustainability reports, firms’ web sites and relevant academic literature were utilized to evaluate the effectiveness and effectiveness of issues of green marketing. According to the analysis, Tesla had the highest growth due to the growing demand for electric vehicles and solar energy products all over the world. Patagonia used a theory of ethical consumerism as well as radical transparency which made consumers trust the company hence the loyalty. Thus, the definitive green crusade of Unilever came across issues with regard to lack of consumer credibility and green-washing controversies. An online poll with an equal number of respondents found out that 44 percent of the consumers are skeptical about the sustainability disclosures of large corporations; an insight that alerts marketers to the importance of trust as a component of green marketing communication. Although the concept of green marketing has some advantages of brand positioning and customer loyalty, some barriers pointed in this paper are regulation barrier, high cost of implementation, and consumer skepticism barrier. Therefore, the research makes the following recommendations for organizations planning to improve their sustainability: These include the need to engage in the provision of the truth and nothing but the truth, the need for third-party certifications, and the need to develop innovative products. Thus, on the basis of actual cases, the empirical study participates to the advancement of knowledge on sustainable marketing management and provides specific managerial recommendations that can enhance the development of a responsible brand for organizations that want to sustain themselves in the long term.

This study examines customer brand loyalty in the automobile industry with special reference to Coimbatore city. The research focuses on understanding how demographic variables, product quality, after-sales service, price perception, and brand image influence customer preferences and repeat purchase behavior. A structured questionnaire was administered to a sample of automobile owners in Coimbatore, and data were analyzed using descriptive statistics and correlation techniques to identify the key determinants of loyalty. Findings highlight that superior product reliability, consistent service support, and strong emotional association with a brand significantly enhance customer retention. The study also reveals that evolving market trends—such as eco-friendly technologies, digital buying experiences, and competitive financing options—shape loyalty among urban consumers. Insights from this research can guide automobile manufacturers and dealers in formulating customer-centric strategies, improving satisfaction, and sustaining long-term relationships in a highly competitive market.

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Purpose: The main purpose of this study is to determine the relationship among the customer interaction and brand loyalty of virtual brand communities through the uses and gratification theory (UGT), this research mainly answer some research questions, a) the level of customer interaction in virtual brand community; b) the level of brand loyalty in virtual brand community; c) the relationship between the customer interaction and brand loyalty in virtual brand community. Design/methodology: This study chooses several different virtual brand communities established on different social platforms as the research objects, and studies their customer interaction and brand loyalty. Findings - This study divides the interaction into three dimensions: product information interaction, interpersonal emotional interaction and self-identity interaction, chooses virtual brand member interaction as independent variables, and constructs a theoretical model of brand member interaction based on the use satisfaction theory (UGT) and social identity theory. Practice implication: Brand community managers can draw on the results of this study and formulate corresponding strategies to improve customer loyalty to the brand.

With the popularity of the Internet, virtual brand community has become an important platform for enterprises to communicate with customers. This paper constructs a customer loyalty measurement model including four dimensions: member interaction, community maintenance, community identity and community brand fit. Based on the sample survey data of 301 virtual brand community members, spss25.0 and amos24.0 software are used to analyze and verify the impact and mechanism of various dimensional variables on customer loyalty. The results show that member interaction, community maintenance and community identity can enhance customers' loyalty to the brand, and the order of influence is community maintenance, member interaction and community identity; Member interaction and community maintenance indirectly affect customer loyalty through community identity; Community brand fit positively regulates the impact of community identity on customer loyalty. Based on the above research conclusions, from the perspective of enterprises, this paper will put forward suggestions for enterprises to use virtual brand community to stabilize consumers, improve customer loyalty and increase profits.

In green start-up business competition, the main challenge lies in focusing on social and environmental impacts. The purpose of this study is to describe the impact of Social Media Brand Community (SMBC) on Customer-Based Brand Equity (CBBE) mediated by Brand-Community Commitment. This quantitative study uses a purposive sampling technique and the respondents of this study are members of the green start-up brand community as many as 125 respondents, data research are tested and analyzed using PLS-SEM. The findings of this study reveal that the characteristics of SMBC (shared awareness, rituals and traditions, and moral responsibility) directly affect brand awareness, perceived quality, and brand loyalty which are elements of CBBE while brand-community commitment does not affect to CBBE. To improve CBBE, it is necessary to focus on strengthening the characteristics of the brand community. The implementation of brand community in Indonesian green start-up companies has a real impact on marketing performance, especially in growing brand awareness within the community.

All regions are experiencing a boom in social media adoption, and marketers are continuously seeking innovative approaches to grow their network of loyal customers through online brand communities. The present study aims to examine how social media marketing activities may lead to brand loyalty. In this connection, the study investigates the role of brand community engagement and self-brand congruency. The data were gathered using a survey based on a questionnaire from 245 social media users following certain brand community pages on various social media platforms. Analysis of data set was conducted using structural equation modelling via Amos 23.0 and SPSS 20.0. Additionally, moderated mediation was assessed using SPSS’s Process macro. The findings reveal that social media marketing activities significantly influence customer’s loyalty towards the brand. However, this effect was found to be mediated through brand community engagement. Additionally, the outcome of the moderated mediation analysis demonstrated that the indirect impact of social media marketing activities on brand loyalty through brand community engagement was moderated by self-brand congruency. The study produces novel insights into the intricate relationship between social media marketing activities, brand community engagement, brand loyalty and self-brand congruency, significantly providing a roadmap for managers, guiding them to strategically craft brand experiences, adapt to consumer trends and foster emotional attachments with the brand.

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 This study examines customer brand attachment and engagement among online retail customers in Beijing, China, using a quantitative comparative correlational design with 380 respondents. Findings reveal moderate brand attachment across emotional bonding, cognitive connection, and trust, with male and younger customers (25-45 years) showing stronger connections. Engagement levels were highest in social interaction but lowest in behavioral activation, indicating customers enjoy community participation but are less inclined toward frequent purchases or advocacy. Trust emerged as a key driver of cognitive, emotional, and social engagement, though it did not significantly influence purchasing behavior. Demographic variations highlight the need for tailored strategies: younger "Explorer" customers exhibited higher behavioral engagement, while Loyalists demonstrated deeper. The study recommends personalized experiences to strengthen emotional attachment, transparent communication to build trust, and incentive-based loyalty programs to boost active purchasing. By leveraging social interaction strengths and addressing demographic-specific engagement gaps, brands can enhance customer relationships in competitive e-commerce markets. These insights provide actionable recommendations for optimizing engagement strategies and fostering sustainable brand loyalty.

This article examines how customer experiences in branded metaverse events influence brand equity through a two-step approach. In Study 1, the authors analyze textual data (N = 13,481) from event participants using topic modeling, revealing five key themes: community, utilitarian digital asset commerce, participation and socializing, hedonic gaming, and information. Next, the authors conducted two quantitative surveys to assess how these experiences impact brand awareness, associations, perceived quality, and loyalty. Study 2 provided preliminary insights to refine the research design for Study 3, which included a larger sample for a more robust and nuanced analysis. Study 3 introduced additional variables, such as brand attitude and purchase intention, and conducted multigroup analyses based on brand categories (hedonic vs. utilitarian), and industries. The findings highlight that while most metaverse experiences positively influence brand equity, utilitarian digital asset commerce doesn’t impact brand awareness or brand associations. Participation and socializing fail to impact perceived quality and loyalty, and hedonic gaming doesn’t boost loyalty. Results also vary by brand characteristics. These insights are crucial for marketers seeking to tailor metaverse event strategies, leveraging immersive virtual environments to strengthen brand equity effectively.

This thesis focuses on exploring the significant enhancement effect of green marketing on corporate brand image, and analyses the typical case of Tesla. Nowadays, the global concern for environmental protection and sustainable development is increasing daily, and green marketing has become a key strategy for enterprises to build a superior brand image and strengthen market competitiveness. Tesla, as a leader in the electric vehicle industry, practice in the field of green marketing is of great research value. Through an in-depth study of Tesla’s green marketing strategies, it will analyze how these initiatives contribute to consumers’ perceptions, attitudes, and purchase intentions toward the Tesla brand. It is found that Tesla’s green marketing initiatives have not only enhanced the brand’s environmental image and successful attracted many environmentally conscious consumers, but also greatly strengthened the brand’s technological sense and innovative image, making it shine in the market. At the same time, Tesla’s successful experience also provides a valuable example for other enterprises to implement green marketing, which profoundly emphasis that enterprises must pay attention to environmental protection and social responsibility while pursuing economic benefits, to achieve sustainable development and greatly enhance their brand image.

In recent years, increased environmental awareness has led consumers to adopt more eco-friendly lifestyles, including choosing green products to reduce their impact on the environment. With a particular focus on the green consumption behavior with regard to battery electric vehicles (BEVs) from two leading brands, Tesla (automotive) and Gogoro (scooter), in Taiwan, this study investigated the relationships among green perceived quality (GPQ), green perceived value (GPV), green brand image (GBI), green trust (GTR), and green purchase intention (GPI). After collecting 203 environmentally conscious respondents who are familiar with Tesla and Gogoro BEVs, the PLS-SEM was used to verify the research framework. The findings demonstrate that GPQ significantly impacts GBI and GPV; GBI significantly impacts GPV and GTR; and GPV significantly impacts GTR. As the key determinants of purchasing BEVs, GPQ, GBI, and GTR have significant effects on GPI, whereas the effect of GPV on GPI is not significant. In addition, this study also explored the moderation effect on green purchase behavior, revealing that the brand-specific cognition of Tesla and Gogoro moderates the relationships between green attributes (such as GPQ, GBI, and GTR) and GPI. This study contributes a more comprehensive understanding of the psychological and behavioral drivers behind green consumption behavior within the context of BEVs. This study not only sheds light on consumer behavior within dual-market dynamics in Taiwan but also offers a framework for other markets with similar environmental and infrastructural challenges. These insights can assist BEV companies to develop their sustainable marketing strategies, emphasizing the importance of developing a strong green brand image and green trust to boost BEV sales from the perspective of green perceived quality.

This study explores the influence of brand image and advertisement on consumer buying behavior, emphasizing the mediating role of brand loyalty. Drawing from survey data and a quantitative analysis approach, findings reveal a significant and positive impact of brand image and advertisement on consumer buying behavior. A strong brand image was found to increase consumer trust, perceived value, and the overall likelihood of purchase, reinforcing that consumers gravitate towards brands that resonate with positive associations. Additionally, effective advertising was shown to elevate brand recall and create favorable impressions, which further motivates purchasing intentions. Brand loyalty emerged as a critical mediator in this relationship, amplifying the effects of both brand image and advertising on consumer buying behavior. Consumers with strong loyalty to a brand exhibited a heightened sensitivity to advertisements and displayed a preference for purchasing from brands they perceive as consistently delivering quality and value. These findings highlight the interconnectedness of brand image, advertising, and loyalty, suggesting that businesses that invest in enhancing their brand image and execute compelling advertisements can drive consumer buying behavior more effectively by cultivating brand loyalty. Finally, this recommends that companies should focus on creating consistent and authentic brand messages across all advertising platforms to strengthen their brand image. This approach will help reinforce positive associations, enhancing brand loyalty and driving purchase behavior, and by investing in loyalty programs and personalized marketing, brands can sustain long-term relationships with their consumers. These strategies would reinforce loyalty, encouraging repeat purchases and contributing to stronger brand advocacy.