The Influence of Cross-border e-Commerce Brand Image on Consumer Loyalty - the Mediating Role of Consumer Trust

Brand competition is getting fiercer due to globalization and the rapid development of the Internet, and in particular, in the special market environment of cross-border e-commerce, how to increase consumer trust and increase loyalty through brand image has become a key task that companies must urgently solve. This paper verified that the brand image had a significant positive effect on consumer loyalty, and statistical analysis was performed using SPSS 28.0 for this verification. As a result of the analysis, it was found that the brand image can further increase consumer loyalty by increasing consumer trust, and that consumer trust plays a mediating role between the brand image and loyalty. This study provides important theoretical support for cross-border e-commerce companies in the field of practical research related to brand management and consumer relations. By building a positive brand image, companies can not only increase consumer trust, but also effectively increase loyalty in the market and increase brand competitiveness.