A Study on the Effect of Brand Image on Customer Loyalty of Badminton Racket Consumers in Taipei City –A Confirmatory Model

• Main Authors: Shih-Hung Lin, 林世弘
• Other Authors: Hsia-Ling Tai
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/92778004145432906181

碩士 === 臺北市立教育大學 === 體育學系碩士班 === 96 === The purpose of this study was to explore the relationships of brand image, brand equity, customer satisfaction, and customer loyalty of badminton racket consumers. The subjects of the study were the badminton racket customers who played badminton on indoor courts in Taipei city. The study adopted questionnaire method, and in sum, 713 replied questionnaires were effective. By using SPSS 12.0 and LISREL 8.54 package software, the obtained valid data was analyzed by descriptive statistic, confirmatory factor analysis(CFA), one-way RMANOVA, LSD post-hoc comparison method and structural equation modeling(SEM). The results of this study were as follows: 1.Of all the factors of “brand image”, badminton racket consumers put the most emphasis on “functional”, then ”experiential”, and “symbolic” the least. 2.Of all the factors of “brand equity”, badminton racket consumers emphasized more on “perceived quality” and ”brand awareness” than “brand association”. 3.Of all the factors of “customer satisfaction”, badminton racket consumers put the most emphasis on “product satisfaction”, then ” overall satisfaction”, and the least “service satisfaction”. 4.The brand image, brand equity, and customer satisfaction of badminton racket consumers to customer loyalty model passed the threshold standards and fitted the data.