Reciprocal Effects of the Corporate Reputation and Store Brand Attitude: Investigating Costco''s Stores in Taiwan

• Main Authors: Ming-cheng Tsai, 蔡明錚
• Other Authors: Jing-fuh Yang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/ng32y4

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 103 === 　　Recently, consuming pattern had changed by the economical growing of Taiwan. Moreover, the information explosion not only makes the market of retail business changes fast but affects the store royalty of consumers. Therefore, how to increase the store royalty becomes an important issue for retailer. For this purpose, the store brand model products which not only high quality but low price had been developed by retailers. On other hand, the retailers try to enhance the corporate reputation via public welfare activities and employee welfare policies. 　　This thesis chooses COSTCO, one of the highest growing rate retailers in Taiwan, as the research object. In order to understand the factors of store royalty more, we explored store equity, store attribute perception, corporate reputation and store brand attitude respectively. The research distributed 756 questionnaires and collected 604 valid questionnaires and proceeds snowball sample with paper work questionnaire, and chooses consumers who have consuming experience in COSTCO as our sample to make this research representative. 　　According to the research result, the store equity will affect store brands attitude positively and the store attribute perception will affect corporate reputation positively. Furthermore, not only the reciprocal effect between the corporate reputation and store brand attitude had been demonstrated, but found the corporate reputation and store brand attitude will affect store loyalty positively. Therefore, retailer should use reciprocal effects to make synergy.