The Relationship among Brand Satisfaction, Brand Commitment, Brand Loyalty and Patriotism: Case of Lativ and HTC

• Main Authors: Yu-Lin Kao, 高郁琳
• Other Authors: Huei-Sheng Tu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/62b6f9

碩士 === 銘傳大學 === 國際企業學系碩士班 === 101 === This research is based on the structure presented by Fullerton (2005). Patriotism, which is another variable in the model, is included in this study to see if it is a moderator for the relationship between Brand Satisfaction, Brand Commitment and Brand Loyalty. What’s more, the study takes the example of two brands, Lativ and HTC, in order to prove how crucial Brand Commitment is. The study shows that Brand Satisfaction is not likely to influence Brand Commitment and also finds that the mediating effect of Brand Commitment in between Brand Satisfaction and Brand Loyalty does not exist. However, the Patriotism can strengthen the relationship between Brand Commitment and Brand Loyalty. Take Lativ and HTC as examples, Patriotism has significant moderating effect upon the relationship between Brand Satisfaction, Brand Commitment and Brand Loyalty. Therefore, the perspective of “Made in Taiwan” can be emphasized by firms to reinforce customers’ Brand Loyalty.