本研究結論： 1、根據本研究結果顯示，品牌形象各構面對品牌態度構面呈現顯著正向影響，其中又以功能性品牌形象的影響最著，其次是經驗性品牌形象，最後為象徵性品牌形象。 2、品牌態度構面對顧客滿意度構面呈現顯著正向影響。 3、品牌態度構面對品牌忠誠度構面呈現顯著正向影響。 Abstract： 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.