The Relationship Between Brand Image and Consumer Loyalty of Online Platforms Based on Data Analysis

Lin Su, Haojie Liao, Wenji Huang, Xichao Zhao, Xiaoyu Wei

Research output: Contribution to journalArticlepeer-review


The brand image of online platforms refers to consumers’ perception, evaluation, and emotional response to the brand of online platforms. It consists of three levels: brand cognition, brand attitude, and brand emotion. Brand awareness refers to consumers’ understanding of the brand, brand attitude refers to consumers’ evaluation and preferences towards the brand, and brand emotion refers to consumers’ emotional reactions and experiences towards the brand. Online platforms have become an important component of consumers’ daily lives. Brand image, as an important component of corporate image, has an increasingly prominent impact on consumer loyalty. This article aims to use the element extraction plugin written in the secondary development technology of Corel DRAW software based on big data technology. Various traditional elements of the brand image of online platforms were extracted using the K-Means clustering method. At the same time, a preliminary exploration was conducted on the research methods for determining the essential features of consumer loyalty factors.

Original languageEnglish
Pages (from-to)413-425
Number of pages13
JournalRISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
Issue numberE63
Publication statusPublished - 2023


  • Brand Image
  • Brand Image
  • Customer Loyalty
  • Network Platform


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