The Relationship Among Brand Awareness, Brand Image, Perceived Value and Consumer loyalty - An Example of ZARA, Uniqlo and H&M
碩士 === 國立臺北商業大學 === 國際商務系碩士班 === 104 === This research focus on the relationship among brand awareness, brand image, perceived value and consumer loyalty. Based on the questionnaire survey, a total 350 questionnaires were issued to the customers, who had actually purchased or had heard the foreign f...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/vpfezj |
| Summary: | 碩士 === 國立臺北商業大學 === 國際商務系碩士班 === 104 === This research focus on the relationship among brand awareness, brand image, perceived value and consumer loyalty. Based on the questionnaire survey, a total 350 questionnaires were issued to the customers, who had actually purchased or had heard the foreign fast fashion brands, and 300 valid questionnaires were obtained, the valid return rate was 85.7%. The research hypotheses were confirmed by analysis and the research results show that brand awareness and brand image can affect perceived value and consumer loyalty positively also the consumer loyalty have positive effect through the perceived value by the performance of brand awareness, brand image.
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