| Summary: | 碩士 === 南臺科技大學 === 企業管理系 === 106 === Based on the brand image and brand engagement theory, this study explore the brand loyalty of Taiwan's literary creation and industries park. Samples through the network and pencil and paper and 635 questionnaires were collected, got 625 valid questionnaires, using SPSS21.0 software for statistical analysis and to test and verify the impact of brand image on brand loyalty in Taiwan's literary creation park, and the mediating effect of brand trust and brand satisfaction. Which were tested for non-response bias and common method variance, they seem to indicate that there biases were not a serious threat. The results of research found that functional image and symbol image both have a significant positive on brand satisfaction, experience image has a significant negative on brand satisfaction. The results of research found that functional image has a significant positive on brand trust. The brand satisfaction has a significant positive on consumer brand engagement. The brand trust has a significant positive on consumer brand engagement. The consumer brand engagement has a significant positive on brand loyalty. Brand satisfaction, brand trust and consumer brand engagement have mediating effect. Finally, these results suggest theoretical and practical implications, and the direction of future researches.
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