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A Study On The Effect Of The Laptop Brand Image On Customer Perceived Value And Brand Loyalty

Posted on:2013-04-09Degree:MasterType:Thesis
Country:ChinaCandidate:J Y WuFull Text:PDF
GTID:2249330374476151Subject:Business management
Abstract/Summary:PDF Full Text Request
To cultivate and maintain customers’ high loyalty to a company’s brand is supposed tostrategically support the brand owner pursuing supper-profit and competitive advantage. Withthe research development of Brand Loyalty (BL), Customer Perceived Value (CPV) has beenconsidered the significant driving factors of obtaining and retaining customers’ brand loyalty.In addition, as the human perception reflecting a customer need, value and interest, BrandImage (BI) is the key variable that influences on a customer’s evaluation and then affectsrebuy behavior and loyalty. At present, however, there is no empirical study of the path of “BI'CPV'BL”.First of all, on the basis of full review and analysis of literature, the paper built on themodel about the relations among BI, CPV and BL, then proposed theoretical assumptions anddeveloped scales. After pretest analysis, moreover, the author extracted the formal samplesand examined assumptions by means of several statistical methods such as reliability andvalidity analysis, factor analysis, t-test, correlation and regression analysis. Finally, the authormade some conclusions and discussion with statistical results,The paper puts forwards the “BI, CPV and BL” relational model; in especial attests theimpact path of “BI'CPV'BL” and the CPV’s mediating effect on BI and BL. The resultcan not only deepen the research on the relationship among BI, CPV and BL, broaden thestudy of customer behavior and brand theories, but also help companies understand customerpurchasing decision and brand loyalty, and provide beneficial insights about fostering andmanaging loyal customers.
Keywords/Search Tags:Brand Image, Customer Perceived Value, Brand Loyalty
PDF Full Text Request
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