Abstract

This study aims to explore the relationship among spokes-characters and customer loyalty. To reach the purpose, a conceptual model has been constructed, with three variables, including spokes-characters, customer loyalty and brand trust. Specifically, spokes-characters (SC) is designed as the independent variable, brand trust (BT) as the mediating variable, and customer loyalty (CL) as dependent variable. This study has collected 332 effective samples both online and offline. All the respondents are common consumers with consumption experience. The collected data was processed and analyzed by regression analysis and structural equation modeling with SPSS and AMOS software. The result of this study indicated that spokes-characters have significant impact to customer loyalty, and brand trust has mediating effect on the relationship between spokes-characters and customer loyalty. These finding are important to brand promotion of companies, which suggest that spokes-characters can also play a positive role and marketing managers should attach more importance to spokes-characters.

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