| Summary: | 碩士 === 中華大學 === 企業管理學系 === 107 === In 1990, MOS Burger entered into Taiwan's market. It created another new brand image emphasizing the principles of “material selection strictly” and “meal production after ordering”. Its better product quality performance and fresh taste are favored by many consumers. Nowadays, there are many studies related to brand awareness, brand image, perceived value, service quality and brand loyalty, but few scholars have done a complete study on the relationship between these five latent variables. This research is intended to study relationships among brand awareness, brand image, perceived value, service quality and brand loyalty of MOS Burger. A convenience sampling approach was employed to collect data and a total of 450 usable questionnaires were obtained. The main findings are as follows:
1.Factors affecting brand awareness includes “brand awareness and recall” and “brand recognition”. Factors affecting brand image are “functional”, and “symbolic”. Factors that affect perceived value are “acquired value”, and “cognitive value”. Factors affecting service quality are “thoughtfulness”, and “empathy”. Factors that affect brand loyalty are “loyalty”, and “recommendation and priority consideration”.
2.Based on the analysis of variance, the following results were obtained. Gender has significant effects on “brand awareness and recall”, “functional”, “loyalty”, “recommendation and priority consideration”. Age has significant effects on “brand awareness and recall”, “functional”, “symbolic”, “loyalty” and “recommendation and priority consideration”. Education level has no significant effects on “brand recognition” but has significant effects on other factor dimensions. Occupation has significant effects on “brand awareness and recall”, “symbolic”, “empathy”, “loyalty”, “recommendation and priority consideration”. Personal monthly income has no significant effects on all factor dimensions.
3.Brand awareness has positive direct effect on service quality and brand image, Service quality and brand image have positive direct effect on perceived value. Perceived value and brand image have positive direct effect on brand loyalty. However, brand image is not significantly related to perceived value and service quality is not positively related to brand loyalty.
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