| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系 === 101 === These days, due to the impact of the global economic in a slump, Taiwan was also affected by this. The inequality of income distribution in Taiwan caused the gap between rich and poor is increasing. At the aspect of the economy, the gross national income is decreasing year by year. The price is rising year by year let the consumers are more efficient on spending. How to get the clothes with the rational pricing also with brand and both have practical, fashionable and high quality, become the impor-tant consideration for consumers to choose clothes. In order to promote the popular-ity of product, costumers use various methods of promotion, including the discount and price competition to increase the feat. However, this way is not a permanent so-lution.
Enterprises have to enhance the value of the brand to maintain their competitive advantage. The homogeneous goods become more and more. Enterprises can’t rely on the superior products to maintain and win in the market. The brand has become the consideration before consumer purchases the goods. And it is also the key factor for enterprises to survival and to enhance the competitive advantage. Good brand image will increase the value of the brand to consumers. Therefore, the purpose of this study was to investigate the people of Taiwan between the relationship of brand image, brand equity and brand performance with UNIQLO, Japanese brand.
In this study, a questionnaire survey method was used for data, and stratified sampling was adopted on the samples of 360 costumers for UNIQLO retail depart-ment in Taipei City. SPSS for Windows 17.0 was used to analyze all the data col-lected with the approaches such as descriptive statistics, one-way ANOVA, inde-pendent samples T-test, correlation analysis and hierarchical regression analysis.
The Result is that it is positive influence of the brand image to brand equity, brand image to brand performance and brand equity to brand performance. Further-more, that the brand equity is a intervening variable and the relation between brand image and brand performance are influenced by it. The survey takes the empirical investigation of the value clothing retail industry and relevant specialized units ex-pected to provide suggestion for improving brand strategy to get brand performance.
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