Supplier Delivery Flexibility, Brand Loyalty, and Positive Word of Mouth：The Mediating Role of Brand Identification and Brand Commitment

• Main Authors: Wu, Yi-Chieh, 吳宜潔
• Other Authors: Chang, Kuo-Hsiung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/49698645532025387495

碩士 === 東海大學 === 國際貿易學系 === 100 === The purpose of this study is to investigate relationships between supplier flexibility, brand loyalty, and positive word of mouth. In addition, this study takes brand identification and brand commitment as the mediating variables. This study used paper questionnaire issuing a questionnaire survey, and took one of Taiwan Consumer Products Corporation’s customers as the research targets. There were 159 valid questionnaires returned. After using statistical software packages SPSS 18.0 to verify the suppositions of different studies, we find that supplier delivery flexibility positively affect brand identification; supplier delivery flexibility positively affect brand commitment; brand identification mediates the impact of supplier delivery flexibility on brand commitment; brand identification mediates the impact of supplier delivery flexibility on brand loyalty; brand identification mediates the impact of supplier delivery flexibility on positive word of mouth; brand commitment mediates the impact of supplier delivery flexibility on brand loyalty; brand commitment mediates the impact of supplier delivery flexibility on positive word of mouth. Keywords：Flexibility, Brand Identification, Brand Commitment, Word of Mouth, Brand Loyalty