Relationships among Visual Advertising Value, Brand Attitude and Customer Behaviors in Chinese Alcoholic Beverages Industry

Authors

  • SHUHUI GONG Guangzhou College of Technology and Business, No 5, Road Guangming, Haibu, District Huadu, City Guangzhou， Province Guangdong，China

DOI:

https://doi.org/10.32996/jhsss.2023.5.9.2

Keywords:

Visual Advertising Value， Brand Attitude, Customer Behaviors

Abstract

The purpose of this study is to measure the relationships among visual advertising value, brand attitude and customer behaviors based on Value–Attitude–Behavior Model in the Chinese alcoholic beverages industry. PLS-SEM is adopted to analyze data by using SmartPLS 4. Findings demonstrate that informational value and credibility value positively influence brand attitude, which later significantly affects repeat purchases and willingness to recommend. This study makes a theoretical contribution to relationships among advertising, brand attitude and customer behaviors.

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Published

28-08-2023

Issue

Vol. 5 No. 9

Section

Research Article

License

Copyright (c) 2023 SHUHUI GONG

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

GONG, S. (2023). Relationships among Visual Advertising Value, Brand Attitude and Customer Behaviors in Chinese Alcoholic Beverages Industry. Journal of Humanities and Social Sciences Studies, 5(9), 12-19. https://doi.org/10.32996/jhsss.2023.5.9.2