Study on the impact of brand image on profit of Chinese dairy enterprises—taking YILI group as an example

Abstract

With the development of China’s economy and the improvement of residents’ income level, consumers’ demand for dairy products has been increasing, which has led to the vigorous development of Chinese dairy enterprises. At the same time, China’s dairy industry is facing more fierce competition, and brand as an important intangible asset, not only reflects the development potential of enterprises, but also determines the long-term competitiveness of enterprises. Brand image has a growing impact on the profitability of enterprises. Therefore, consumers pay more attention to the enterprise’s brand, influence, and the added value brought to consumers. Based on the theory of brand equity model and the theory of consumer brand relationship, this paper constructs a research model of “brand image and brand trust on corporate profitability.

The objective of the study is aimed at the following points: (1) to verify the impact of brand image on corporate profitability; (2) to verify the impact of brand image on brand trust; (3) to verify the effect of brand trust on corporate profitability (4) to verify the mediating role of brand trust between brand image and corporate profitability.
This paper adopts a quantitative research method, through the form of a questionnaire survey selected in the e-commerce promotional activities in China Yili dairy products purchased consumers as the research object, of which a total of 788 questionnaires were issued, and ultimately obtained a valid questionnaire 752, the recovery rate of the questionnaire is 95.4%.

Based on the above research, the conclusion of this paper is that (1) brand image has a positive impact on corporate profitability; (2) brand image has a positive impact on brand trust; (3) brand trust has a positive impact on corporate profitability; (4) brand trust plays a partially intermediary role between brand image and corporate profitability; this paper takes brand trust as the intermediary variable to study the impact of brand image on corporate profitability, which not only enriches the theories related to brand marketing but also contributes to the enhancement of consumers’ loyalty to the brand, which then promotes the profitability of corporations and improves the long-lasting and stable profitability of the enterprises.

Keywords: profitability, brand image, brand trust, Yili group

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Master of Business Administration (International Program), Siam University, Bangkok, Thailand