@article{ART003201992},
author={Su Huang and Jaeyeon Sim},
title={The Influence of Cross-border e-Commerce Brand Image on Consumer Loyalty - the Mediating Role of Consumer Trust},
journal={Industry Promotion Research},
issn={2466-1139},
year={2025},
volume={10},
number={2},
pages={471-483},
doi={10.21186/IPR.2025.10.2.471}
TY - JOUR
AU - Su Huang
AU - Jaeyeon Sim
TI - The Influence of Cross-border e-Commerce Brand Image on Consumer Loyalty - the Mediating Role of Consumer Trust
JO - Industry Promotion Research
PY - 2025
VL - 10
IS - 2
PB - Industrial Promotion Institute
SP - 471
EP - 483
SN - 2466-1139
AB - Brand competition is getting fiercer due to globalization and the rapid development of the Internet, and in particular, in the special market environment of cross-border e-commerce, how to increase consumer trust and increase loyalty through brand image has become a key task that companies must urgently solve. This paper verified that the brand image had a significant positive effect on consumer loyalty, and statistical analysis was performed using SPSS 28.0 for this verification. As a result of the analysis, it was found that the brand image can further increase consumer loyalty by increasing consumer trust, and that consumer trust plays a mediating role between the brand image and loyalty. This study provides important theoretical support for cross-border e-commerce companies in the field of practical research related to brand management and consumer relations. By building a positive brand image, companies can not only increase consumer trust, but also effectively increase loyalty in the market and increase brand competitiveness.
KW - Cross-border e-Commerce;Brand Image;Consumer Trust;Consumer Loyalty;Intermediary Role
DO - 10.21186/IPR.2025.10.2.471
ER -
Su Huang and Jaeyeon Sim. (2025). The Influence of Cross-border e-Commerce Brand Image on Consumer Loyalty - the Mediating Role of Consumer Trust. Industry Promotion Research, 10(2), 471-483.
Su Huang and Jaeyeon Sim. 2025, "The Influence of Cross-border e-Commerce Brand Image on Consumer Loyalty - the Mediating Role of Consumer Trust", Industry Promotion Research, vol.10, no.2 pp.471-483. Available from: doi:10.21186/IPR.2025.10.2.471
Su Huang, Jaeyeon Sim "The Influence of Cross-border e-Commerce Brand Image on Consumer Loyalty - the Mediating Role of Consumer Trust" Industry Promotion Research 10.2 pp.471-483 (2025) : 471.
Su Huang, Jaeyeon Sim. The Influence of Cross-border e-Commerce Brand Image on Consumer Loyalty - the Mediating Role of Consumer Trust. 2025; 10(2), 471-483. Available from: doi:10.21186/IPR.2025.10.2.471
Su Huang and Jaeyeon Sim. "The Influence of Cross-border e-Commerce Brand Image on Consumer Loyalty - the Mediating Role of Consumer Trust" Industry Promotion Research 10, no.2 (2025) : 471-483.doi: 10.21186/IPR.2025.10.2.471
Su Huang; Jaeyeon Sim. The Influence of Cross-border e-Commerce Brand Image on Consumer Loyalty - the Mediating Role of Consumer Trust. Industry Promotion Research, 10(2), 471-483. doi: 10.21186/IPR.2025.10.2.471
Su Huang; Jaeyeon Sim. The Influence of Cross-border e-Commerce Brand Image on Consumer Loyalty - the Mediating Role of Consumer Trust. Industry Promotion Research. 2025; 10(2) 471-483. doi: 10.21186/IPR.2025.10.2.471
Su Huang, Jaeyeon Sim. The Influence of Cross-border e-Commerce Brand Image on Consumer Loyalty - the Mediating Role of Consumer Trust. 2025; 10(2), 471-483. Available from: doi:10.21186/IPR.2025.10.2.471
Su Huang and Jaeyeon Sim. "The Influence of Cross-border e-Commerce Brand Image on Consumer Loyalty - the Mediating Role of Consumer Trust" Industry Promotion Research 10, no.2 (2025) : 471-483.doi: 10.21186/IPR.2025.10.2.471
