A study of the Relationship between Characteristic of Customer Diversification and Consumer’s Brand Image

• Main Authors: Hsieh, Chia-Hao, 謝家豪
• Other Authors: Hsieh, An-Tien
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/16704051689752654338

博士 === 中國文化大學 === 國際企業管理研究所 === 98 === This objective of this study was to explore the relationship between the degree of customer diversification and the brand image of consumers. The constructs of customer diversity are 1. cultural identity: which is differentiated by ethnic group (nationality), 2. psychology (personality traits): two kinds of orientation are internal l and external con-trol, 3. life style: the basis for judging the comments are activities, interests and opin-ions of customers, and 4. the socio-economic status: according to disposable income, customers ‘capabilities were examined. Brand image are based on three constructs. 1. Brand awareness: according to a five-point scale, customers made a choice of brand awareness of similar products. Thus, brand awareness was sorted. 2. Loyalty: according to the use or purchase experience of the same products, the customers’ loyalty was measured. 3. Satisfaction: according to experience in the use of the same product, we examined the satisfaction of customers’ after they use the products. Using Pearson correlation analysis and multiple regression analysis, we obtained the following conclusions. We found that cultural characteristics of diverse customer have a significant posi-tive impact on loyalty and satisfaction for brand image. Personal characteristics of di-versified customer (internal and external control) have a significant positive impact on of loyalty of brand image. Diversified customer's lifestyle characteristics showed a sig-nificant positive relationship with brand awareness, loyalty, satisfaction from the brand image. The disposable income of diversified customers did not show any positive cor-relation with brand awareness, loyalty, and satisfaction from the brand image.