The Effect of Brand Loyalty on Brand Commitment, Brand Association and Brand Image: A Case Study of BMW in Taiwan

• Main Author: 蔡蘋
• Other Authors: 簡士超
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/hm66w9

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 104 === A tight linking to all aspects of brand management is important and indispensable that any contact point between a brand and consumers is required to take details into consideration by every means before being implemented. This study which focuses on an empirical research in BMW owners in Taiwan hopes to clarify the influence of brand promise, brand association and brand image on brand loyalty. This research which adopted the questionnaire survey by using Google form to distribute e-questionnaires conducted an empirical study on BMW owners, research subjects of this study. Out of the 171 questionnaires collected, 66 non-BMW owners were deleted that make a total of 105 BMW owners. Eventually, there were a total of 98 valid questionnaires collected after getting 7 invalid questionnaires deleted. After collecting the valid questionnaires, partial least square (PSL) was used as the data analysis tool for the verification of research hypotheses. Research findings of this study indicate that brand promise and brand association show a significantly positive influence on brand loyalty. In terms of the level of influence, brand promise is the most influential aspect, followed by brand association and brand image. Finally, this study indicates that the influence of brand promise on brand loyalty and relationships between brand image and brand association have significant collinearity.