| Summary: | 碩士 === 國立中興大學 === 生物產業推廣暨經營學系所 === 98 === In the blazing trend of the successful development of private brands, in many countries, the scale of retail business has been expanded from simple sale of products in the past to development and sale of products of private brands. The retail business has marched into the global market of private brands. In order to well-manage private brands, it is necessary to, from consumers’ angle, explore customer values and brand equity. This study explores these from the aspects of the uniqueness of private brands, store images, which are highly related to the uniqueness, and the exclusive in-store sales promotion advantages for private brands. The current status of customers’ loyalty to private brands and its relationship with the above-mentioned factors are also discussed with insights.
Most previous studies have referred to shops own brand image, and then also made no mention of brand equity, but customer value and in-store promotions recognized degree, but from the viewpoint of food hedonic value of customer value and usefulness of reference value of few and brand loyalty, some of attitude only preference as an indicator, some take to repeat acts as an index included in this study is the attitude and behavior, and the general habit of loyalty to those who purchase to verify, in addition, from a brand equity perspective dimensions of brand loyalty that is included in the study, and various ideas are different, because this study to the customer value, follow the causal relationship between brand loyalty and the other made such a study is not domestic.
The research subjects are the consumers of the most commonly developed private brand products, snake foods. There are 448 valid questionnaires retrieved from the survey of this study. The response rate is 89.6%.
After analysis, the purpose of this study is supported by the results of this study. It is found that brand equity is significantly and positively related to customer values, storey images, and degree of identification of in-sore sales promotions.
Better store images lead to higher degree of identification of in-sore sales promotions and more significant positive influences on customer values and brand equity. And higher brand popularity, brand association, and perceived quality lead to higher customer values, which further lead to higher brand loyalty.
According to the analysis results of this study, it is suggested that, in order to develop good management methods for private brands, it is necessary to improve retailers’ store images, implement in-store sales promotions, increase customer values and brand equity, so that consumers’ brand loyalty will come along.
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