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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32028

    Title: 品牌形象、品牌態度對顧客滿意度與品牌忠誠度之影響研究
    Other Titles: The effect of brand image and brand attitude on customer satisfaction and brand loyalty
    Authors: 高毓伶;Kao, Yu-ling
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    黃志文;Huang, Chih-wen
    Keywords: 品牌形象;品牌態度;顧客滿意度;品牌忠誠度;運動鞋;Brand Image;Brand Attitude;Customer Satisfaction;Brand Loyalty;sports shoes
    Date: 2006
    Issue Date: 2010-01-11 01:33:24 (UTC+8)
    Abstract: 論文提要內容:

    Brand image is all about customer’s perceptions of the brand and everything aroused about the brand for consumers. The brand image management is not only a critical part of a company’s marketing issues, but also is regarded by the experts and scholars as the key to product success. So, if can be found out that consumer''s view of brand image. To understand consumer''s attitude toward brand, the satisfaction and loyalty to the brand in their mind, will help enterprises conduct their brand and to develop brand strategy. As mentioned above, by using the sports shoes products and to investigate the influence of the relation among brand image, brand attitude, customer satisfaction and brand loyalty are the purpose of this research.
    This research investigates the brand image of different brands of sports shoes in Taiwan, which a survey is conducted. The data collected has been carried out through the questionnaire from the undergraduate Tamkang University students by using “stratified random sampling and proportion allocation method.” The tods used for further examination are descriptive statistics, reliability test and LISREL.

    The major findings of this study are as follows:
    1. There are significant positive effect of construction of brand image on brand attitude, among them with the influence of the functional brand image the most, secondly it is experiential brand image, for the symbolic brand image finally.
    2. There is a significant positive effect of brand attitude on customer satisfaction.
    3. There is a significant positive effect of brand attitude on brand loyalty.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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