| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 94 === This study empirically examines the relationship between the factors of effecting expense and brand loyalty. It was to investigate the effects of lifestyle, consumer be-havior and reference group which changes with consumers’age on brand loyalty, from generational viewpoint.
Two different products:car and wristwatch were tested in 650 people, with 92.31% being complete the questionnaire. It was found in this study that the lifestyle, consumer behavior and reference group which changes with consumers’ age have sig-nificant effect on brand loyalty, but the interference: consumers’ wage per month does not.
Finally, evidence shows that lifestyle, consumer behavior and reference group which changes with consumers’ age have significant effect on brand loyalty of car and wristwatch.
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