The Effect of Brand Image on the Repurchase Intention- The Case of Sports Shoes

• Main Authors: HUANG,GUAN-MING, 黃冠銘
• Other Authors: LAN,TIAN-XIONG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/z66fx7

碩士 === 育達科技大學 === 資訊管理所 === 105 === The exercise fever struck our life, a crowd of people to join exercise activity leads to related amount raise up as well. The Nike Air Yeezy series are official sneaker collaboration project between Nike and rapper Kanye West since 2009 to 2014, and set the record of the world sole shoes to plant the sales record. And then Kanye West cooperates with adidas Originals so far also gets outstanding result. Therefore other sports brands imitate such marketing strategy for building brand image. Brand image not just influence service quality and consumers would be touched by well service quality. When touched customer begin brand identity has chance to choose again, it must makes repurchase intention. This work considers brand image affects service quality, perceived value and brand identity and gets purchase intention in the end. Based on the result, brand image has significant positive influence to both service quality and brand identity but brand image has tiny negative influence to perceived value. Also service quality, perceived value and brand identity are has significant influence to purchase intention. However it comes across the relationship between perceived value and purchase intention is completely mediated by service quality. Therefore this work think about brand image has significant influence service quality, perceived value and brand identity bring on purchase intention