Research Article

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

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.

Article information

Journal

Journal of Humanities and Social Sciences Studies

Volume (Issue)

5 (9)

Pages

12-19

Published

28-08-2023

How to Cite

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

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Keywords:

Visual Advertising Value, Brand Attitude, Customer Behaviors

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