A Study on Brand Alliance, Brand Image,Customer Loyalty and Brand Performance – An Empirical Investigation of the Sporting Goods Industry

• Main Authors: Wan-Chien Hsiung, 熊婉茜
• Other Authors: Tung-Lai Hu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/2q67x4

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 98 === In recent years, owing to more and more international sports occasstions, sports have become an essential part of life, and even the global sporting goods are growing each year. Under the competitive market environment, the increase in advertising costs and unattatinable channels lead to the diffulity in the increase of the costs and the risks for companies. Therefore, under the competitive environment, brand alliance strategy is the new trend of pursuing growth by the transfers of brand equity in order to enhance the consumer evaluation of another brand. This research integrated with academic books and with related references has developed a brand alliance, brand image, customer loyalty and brand performance relationship and theory framework. The data collected from questionnaire investigation method in Taipei, probe into sporting goods industry this brand alliance, brand image, customer loyalty and brand performance by way of T test and Amos linear structure. The most significant findings are: 1.There is a significant, positive correlation between Brand Alliance and Brand Image. 2.There is a significant, positive correlation between Brand Alliance and Customer Loyalty. 3.There is a significant, positive correlation between Brand Image and Brand Performance. 4.There is a significant, positive correlation between Customer Loyalty and Brand Performance. 5.There is a significant, positive correlation between Brand Image and Customer Loyalty. The survey takes consumer of a sporting goods industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy and managing notebook computer brands.