| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 97 === In the past several decades, the trend of marketing had transferred from transaction orientation to relationship orientation. Besides, the companies in mature market usually use the price competition to keep customers. But reducing price is unlikely to keep customers’ loyalty. In order to distinguish from other competitors, the company should make efforts in brand management. According to Fournier (1998), customers can establish relationship with their favorable brand. Further, Fournier (1998) proposed the model of brand relationship quality (BRQ). The constructs in this model are independent. However, Hess & Story (2005) proposed that the constructs of brand relationship quality are inter-dependent. According to Hess & Story (2005), this study developed a model of the inter-dependent constructs and discussed the relationship of these constructs. Then, this study developed a model of independent constructs by Fournier (1998). In order to clarify two of brand relationship quality models, the analysis used the Lisrel to test the validity of models and discussed its theoretical implications. A survey was conducted to identify the female customers’ perception in their favorable cosmetics brand. The result showed that the validity of inter-dependent constructs model is better than independent constructs model, and the constructs in this model are casual relationship. It means that customers reacted their affects on the relationship quality in sequence after they interacted with brand, go against the propositions by Fournier (1998).
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