The Key Factors Affecting Own Brand Loyalty ─ A Case Study of Carrefour

• Main Authors: Nai - Ya Jiang, 姜乃雅
• Other Authors: Ya - Ping Chiu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/74721737594826158497

碩士 === 萬能科技大學 === 經營管理研究所 === 98 === Following the change of retail industry environment, consumers increase demands for old-fashioned shops that weed the traditional industry out. In the trend of strong competition, retailers have been set up exclusive brand personality. Own brand can be the best representative of the brand personality that can express the thoughts and ideas of a company. Retailer always operated its own brand by low price. The strategy met the consumer demand to search cheaper products. Carrefour could be a major representative of own brand company. In addition to the price advantage, the other brands, quality and store image have importance on operation. This study is from the view of consumers to explore whether store image and brand awareness have influences on attitude of own brand. Besides, we explore whether brand involvement, own brand awareness and attitude have influences on own brand loyalty. In this study, the empirical samples were consumers in Taipei and Taoyuan areas that have bought, used or known to Carrefour's own brand. By questionnaire survey, the total valid number of samples is 250. We apply structural equation modeling analysis method to test our hypothesis. The empirical results reveal: (1) store image has positive and significant impact on own-brand attitude; (2) own brand loyalty has a positive attitude and own a significant relationship; own brand awareness and brand loyalty has a positive and significant relationship. Through this research, we can know consumers using many external cues to quickly understand own brand identity and position. This study suggests that the industrial company must strengthen its own brand awareness that can improve the profit contribution and build a loyal customer group.