| Summary: | 碩士 === 國立臺東大學 === 資訊管理學系碩士班 === 99 === In a highly technology generation, there are integral relations between the mobile phone and humans. Facing a highly upgrading and popularity market, we would like to know how the manufacturers establish a long-term relation with consumers. Furthermore, making their consumer become their brand adherent is an important issue.
Brand loyalty degree can bring high benefit and reduce the customer attrition rate. Moreover, consumers with higher brand loyalty degree buy more products and enjoy the service. They can bring more new customers through the praise in public. For the company, brand value often comes from consumer loyalty degree (Aaker, 1996).
Thus, this research has been filled out 146 valid questionnaires through the internet. By using brand awareness, brand image, and degree of customer trust to discuss the effect of brand loyalty. The result of study reveals: (1) Brand awareness is apparent to influence to brand loyalty. (2) The brand image is apparent to influence to Brand loyalty degree. (3) Customer trust loyalty apparent to influence to brand.
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