| Summary: | 碩士 === 國立臺中教育大學 === 永續觀光暨遊憩管理碩士學位學程 === 106 === The main purposes of this study are to find out the relationships among brand image, experiential value and loyalty. A total of 486 valid questionnaires were collected from consumers of Starbucks by using the structural questionnaires. The data were analyzed by SPSS18.0 and AMOS20.0 for descriptive statistics, reliability analysis, t-test, ANOVA analysis and structural equation modeling.
After conducting the structural equation modeling, the data fits the proposed model well and showed that: (1) brand image has a positive and significant effect on experiential value; (2) experiential value has a positive but non-significant effect on loyalty; (3) brand image has a positive and significant effect on loyalty.
Finally, this study made some managerial suggestions which according to the above mentioned study results. The recommendations for future research were also discussed.
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