摘要
In this paper,a hypothetical relationship between brand cognitive value and brand loyalty is built.Questionnaire data from tourists in Chimelong Tourist Resort is collected.A total of 363 questionnaires are distributed,and 225 valid questionnaires are collected.The results confirm that brand cognitive value has a significantly positive impact on brand loyalty,and the positive impact of economic value,superior value and experience value in brand cognitive value on brand loyalty is more significant.
基金
Sponsored by Scientific Research Fund Project of Zhaoqing University in 2020 (202036)。
