The Study of Brand Experience, Brand Identity and Brand Loyalty for Smart Phone Users
| Autor: | Jia-Shan Lin, 林伽珊 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 Title of Thesis: The Study of Brand Experience, Brand Identity and Brand Loyalty for Smart Phone Users Number of Page: 87 Graduate School and University: Graduate school of Business Administration, National Dong-Hwa University. Category of Abstract and Graduation Time: Thesis for Master Degree, The second semester, and 2014 academic year. Name of Student: Lin, Jia-Shan Adviser: Dr. Wu, Hsi- Jui Abstract: In the past, consumers emphasize benefits and functions when they purchase products; in the meanwhile, they pursued special and memorable experience when enjoying services. With the experience economic era, brand experience plays an important role than products functions and benefits. In addition to smart phone industry must devote to maintain the customer relationship, crate nice brand image, achieve more customer perceived value, pay attention to customer satisfaction and then obtain brand loyalty that is the most concerned strategy to the smart phone industry’ managers. The sample of this research includes 333 consumers of smart phone in eight brands. The following are the results in this research: (1) brand experience had direct significant impact on the customer satisfaction; (2) brand image had direct significant influence on the brand identity and customer satisfaction; (3) customer satisfaction had direct significant impact on the brand loyalty; (4) brand identity had direct significant impact on the brand loyalty; (5) brand image are partially positively through the mediating effect of brand identity and customer satisfaction to brand loyalty. Keywords：brand experience, brand image, customer satisfaction, brand identity, customer loyalty |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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