Study on the Impact of Brand Awareness and Brand Image on Brand Loyalty for Customers- Take Sinon as an Example

• Main Authors: Chen,Yu-Nong, 陳雨農
• Other Authors: Lin, Yeong-Shenn
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/47572356011193688554

碩士 === 國立屏東科技大學 === 農企業管理系所 === 101 === The purposes of this study were to test a structural model of brand awareness, brand image, and brand loyalty. A random sampling method was used to obtain 271 valid participants in the Sinon Corporation. The proposed structural model was tested using AMOS 7.0. The results provided well support for the structural model (χ2/df =2.549 (χ2=588.913、df=231、p=0.00)、GFI=0.947、RMR=0.041、RMSEA=0.076、NFI=0.915、CFI=0.963、PNFI=0.761). Findings showed that brand awareness had significant positive effects on brand image (γ=0.35)；brand awareness also had significant positive effects on brand image (γ=0.21)；brand image, had significant effect on brand loyalty(β=-0.04). Future research confirming the external valid of the proposed model in the present study with different variables and in other settings seems to be required.