Advances in Consumer Research
Issue 4 : 288-299
Original Article
The Interplay Between Brand Image, Brand Loyalty, and Repurchase Intention: Implications for Consumer Behaviour in Convenience Stores
 ,
1
Department of International Business, National Kaohsiung University of Science and Technology, Taiwan
Abstract

This study aims to explore the inter-relationships among three marketing constructs, namely brand image, brand loyalty, and repurchase intention, and assess how these constructs influence consumer behaviours.  A case study with a quantitative analysis on an ice cream product of a Taiwanese convenience store chain, i.e., FamilyMart, is conducted.  Based on data samples from a questionnaire survey, statistical methods, which include correlation and regression analyses, are conducted to examine and deduce insights into consumers’ purchasing characteristics.  The results indicate that brand image positively impacts brand loyalty, while brand loyalty strengthens repurchase intention.  Overall, the findings highlight the interconnected influence of brand image, brand loyalty, repurchase intention, illustrating their combined impact on consumer behaviours.  This study provides practical recommendations for market promotion and brand building, offering insights to help merchants maintain a competitive edge in the market and achieve sustainable growth. 

Keywords
Recommended Articles
Research Article
Predictive Insights: Leveraging Artificial Intelligence for Strategic Business Decision-Making
...
Published: 21/10/2025
Research Article
Consumer Protection against Misleading Advertisements and Deceptive Branding: Interplay between Consumer Law and Intellectual Property Rights in India
...
Published: 21/10/2025
Research Article
Competition Law and Market Regulation: Managerial Challenges and Strategic Opportunities
...
Published: 21/10/2025
Research Article
Deep Learning-Based Consumer Preference Prediction System for Personalized Digital Campaigns
...
Published: 19/10/2025
Loading Image...
Volume 2, Issue 4
Citations
123 Views
35 Downloads
Share this article
© Copyright Advances in Consumer Research