| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系 === 104 === In the literature review, all the antecedent variables of brand image belong to external attributes, however the influence of costumer’s perceived value this internal at-tributes on brand image have been neglected. One of the important factor influencing how firms get customers is costumer’s perceived value. How to make customers willing to pay out bigger price in order to purchase products became firm’s important business model. Customer’s perceived value is generated when a customer is purchasing a goods, and then influence its expectations on the goods, while brand image is also the summa-tion of all brand expectations. Hence, this study aims to investigate whether or not cos-tumer’s perceived value has an effective influence factor on brand image.
The choice made by this study on the subject matter is in line with the func-tional value and hedonic value of the product features, therefore “Muji” was chosen as subject matter. Taking the brand identity as control variable and clarifying the relation-ship between costumer’s perceived value and brand image, this study selected the stu-dents of Chinese Culture University as research object by using convenience sampling, structured questionnaire, gathered information.
The results showed that costumer perceived value have a positive effect on brand image, therefore this study put forward relevant management and theoretical recommendations.
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