A Study of the Brand Image, Brand Loyalty, Perceived Quality Influence Consumer Purchase Intention - A Casestudy of Anymore Underwear

• Main Authors: Cheng-Yu Wen, 鄭玉玟
• Other Authors: Hsu-Ling Sung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/2dz45a

碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 100 === The brand image is the long-term assets. It can give added the products value, it will be included in the questions being considered by consumers is often in the shopping. The majority of consumer awareness of brand image, perceived quality and service when they have a more professional and more stringent mechanism will be able to promote consumers' brand loyalty. And they can become loyal consumers, they will eventually be to make the brand image of the brand into the enterprise. In this study, to discuss internal brassiere industry for the brand image, the brand loyalty, consciousness quality affect the consumer to purchase the wish, by the questionnaire survey method, took why consumer of this research does purchase discussion factor. The results show that the brand image of the brand loyalty and perceived quality on consumer purchase intention, all significant correlation exists.