Relationship between content marketing and brand loyalty of New-China-Chic brand based on nationalism

Xi Chen; Jie Xu

doi:10.20525/ijrbs.v11i5.1908

Authors

Xi Chen Associate Professor
Jie Xu

DOI:

https://doi.org/10.20525/ijrbs.v11i5.1908

Keywords:

Content Marketing, Brand Identity, Brand Loyalty, Consumer Ethnocentric

Abstract

This paper explores the relationship between content marketing and consumer brand loyalty to the ‘New-China-Chic’ brand. It constructs a structural equation model, Through questionnaires distributed to the fan groups of various brands and offline stores, results show that the four different dimensions of content marketing strategy, namely the culture, entertainment, emotion and interaction, are the main factors affecting consumers' loyalty to the ‘New-China-Chic’ brand. Among them, emotional content and cultural content??= 0.304??= 0.209) have a strong impact on brand loyalty. Brand identity also plays a strong intermediary role in the relationship between the four different dimensions of content marketing and brand loyalty. Moreover, the data shows that consumer ethnocentrism has a significant regulatory effect on brand identity and brand loyalty in cultural content and emotional content, while interactive content and entertainment content have a weak impact.

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