A Study on the Effects among BrandAwareness, Brand Image, Brand Attachment and Brand Loyalty of McDonald's - A Case Study of Schoolchildren in Taichung City
| Autor: | Hui-hsin Cheng, 鄭惠馨 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 This study aims to target at elementary pupils, to explore the relations among McDonald’s brand awareness, brand image, brand attachment, and brand loyalty; which include the affection of brand loyalty on brand image, the affection of brand image on brand attachment, and the affection of brand image and brand attachment on brand loyalty. The method of questionnaire survey is used to interview the pupils of Taichung municipal elementary school; a total number of 300 questionnaires have been distributed and 289 copies were received, among which 57 invalid copies were abandoned, and a total number of 233 valid questionnaires were adopted to implement data process and analysis, the software package of SPSS 17.0 for Windows was used as to tool to verify the hypotheses proposed by the study. The hypotheses of the study are supported by the verification results; which demonstrates that McDonald’s brand awareness positively affects brand image, brand image positively affects brand attachment, and brand awareness and brand attachment positively brand loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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