| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 103 === This research take the K Science & Language cram school in Kaohsiung as an example, because the K Science & Language cram school in Kaohsiung is a famous brand and directly - managed store which is across Kaohsiung, Pingtung, Tainan three county city , this research mainly wants to discuss by the brand primarily, whether can have the Canadian value function regarding other construction surface, in the paper discusses the brand equity and the customer satisfaction whether can affect the purchase intention ; As well as customer satisfaction in brand equity and purchase intention in relations whether is having the intermediary effect.
This research basis literature result establishment questionnaire, carries on the general survey to parents of Science & Language cram school , obtains effective samples 126, the effective return-ratio reaches 100%. The statistical software of SPSS 20.0 is utilized as the analysis tool., by the descriptive statistics, one sample statistical t-test, one factor analysis of variance (ANOVA) and multiple regression analysis carries on the returning data to analyze and verify the research hypothses.
The results show the following conclusions: the students’ parents of the K Science & Language cram school think that the brand loyalty, brand awareness, and other proprietary brand assets have higher brand equity. The analysis from the Multiple Linear Regression shows: the brand equity has a positive influence to the customer satisfaction and purchasing intention. This means increasing the brand value will increase the customer satisfaction and purchasing intention.
Also the analysis from hierarchical regression analysis shows: the customer satisfaction has the totally mediation effect to the brand equity and purchasing intention. This means the relationship between the brand equity and purchasing intention has a strong correlation to the customers’ satisfaction.
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