Relationships among Image Strategy,Brand Equity and Customer Lifetime Value-An Empirical Study on Coffee Chain Stores Type

• Main Authors: Huang Wei-Jen, 黃韋仁
• Other Authors: Luh,Horng Der
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/66076616134061948836

碩士 === 中原大學 === 企業管理研究所 === 90 === ABSTRACT Recognizing continuous good corporate image lead to high brand equity,many companies today are aiming for image strategy,brand equity and convert first-time customer into repeat customer. Base on the literature review and empirical observation,the purpose of this study was to specially understand the relationships among image strategy,brand equity and customer lifetime value in coffee chain industry.This dissertation also divided coffee chain industry into three types by degree of ownership concentration.On the basis of this category,it could examine the different relationships in three types of coffee chain industry. From this point of view,this proposed model was tested across four coffee chain stores in Taiwan(STARBUCKS, DANTE, KOHIKAN, IS).Furthermore,200 customers were requested to answer the questionnaire and the effective respondents were 189 sets.The complex data was collected and analysis by t-test and two-way factor ANOVA. The conclusion of this research are summarized as following： 1.The image strategy is significantly influence to brand equity. 2.There is the obvious relationship between brand equity and customer lifetime value. 3.Image strategy is significantly affect customer lifetime value. 4.To take account of the immediate variables as the coffee chain stores types,this study represents significant difference relationships among image strategy,brand equity and customer lifetime value.