| Summary: | 碩士 === 龍華科技大學 === 商學與管理研究所 === 97 === In this study the relationships between brand image, brand awareness, brand trust, brand preference, customers' perceived value, and brand loyalty were examined. Targeting at laptop manufacturers, the influences of each brand’s attributes on brand preference, brand preference on customers' perceived value, and customers' perceived value on brand loyalty are discussed, the relationships between demographic variables, brand preference, and other variables are also looked at, and consumers’ brand image, preference, perceived values, and ultimate satisfaction towards different brands of laptops are also analyzed. Owners of laptops, the subjects in this study, have been analyzed using one-way ANOVA, factor analysis, and regression analysis, and the findings serve as valuable references for laptop manufacturers’ successful management and decision-making.
The findings suggest that each brand attribute has significant influences on brand preference, and in turn affects customers' perceived value which ultimately shapes brand loyalty. The two most popular brands are Asus and Acer. Their initial brand image, reliability, and brand exposure affect not only brand preference but eventually their customers' loyalty. In addition, this study relies on online surveys and is targeted at younger age groups, suggesting that younger consumers’ preferences towards laptop computers are often affected by advertisements, promotions, and brands. Most people who purchase laptops are between 20 and 40 years of age – a finding that converges with our conclusion, supporting the idea that a company would have a better chance at gaining a higher level of customer loyalty by targeting their advertisements on the desired age groups.
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