This study aims to explore the inter-relationships among three marketing constructs, namely brand image, brand loyalty, and repurchase intention, and assess how these constructs influence consumer behaviours. A case study with a quantitative analysis on an ice cream product of a Taiwanese convenience store chain, i.e., FamilyMart, is conducted. Based on data samples from a questionnaire survey, statistical methods, which include correlation and regression analyses, are conducted to examine and deduce insights into consumers’ purchasing characteristics. The results indicate that brand image positively impacts brand loyalty, while brand loyalty strengthens repurchase intention. Overall, the findings highlight the interconnected influence of brand image, brand loyalty, repurchase intention, illustrating their combined impact on consumer behaviours. This study provides practical recommendations for market promotion and brand building, offering insights to help merchants maintain a competitive edge in the market and achieve sustainable growth.
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