This paper took happy tea as an example to analyze the relationship between consumer experience, brand identity and brand loyalty, and explore the mediating role of brand identity between consumer experience and brand loyalty. Online questionnaire survey and SPSS software were used for data analysis. Through empirical analysis, it was found that consumer experience had a positive impact on brand identity and brand loyalty, and brand identity had a positive impact on brand loyalty. Meanwhile, it was confirmed that brand identity plays an intermediary role in consumer experience and brand loyalty. Development suggestions such as expanding publicity channels, cultivating high-quality talents and improving service quality were put forward.

Fang Chen, Xuewen Lie, Haiming Chen, Shuying Huang. HEYTEA Consumer Consumption Experience, Brand Identity and Research on the Relationship of Brand Loyalty. Academic Journal of Business & Management (2023) Vol. 5, Issue 25: 180-188. https://doi.org/10.25236/AJBM.2023.052528.

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