| Summary: | 碩士 === 嘉南藥理大學 === 化粧品應用與管理系 === 102 === Competition among the cosmetic industry is fierce; therefore, earning consumer’s favor and enhancing brand loyalty have become the key elements in corporate management and development. By studying from consumer’s viewpoint, this research attempts to investigate the influences of customer value, corporate image and brand equity on brand trust and brand identification, and further examines the relationships among brand trust, brand identification and brand loyalty. Research subjects are general consumers aged 18 to 50, and more than 450 copies of questionnaires are retrieved from the southern Taiwan region, and are analyzed by using Structural Equation Modeling (SEM).
The results show that utilitarian value and social value of customer value have significantly positive effects on brand trust, while utilitarian value, hedonic value and social value have significantly positive impacts on brand identification. Besides, constructs of corporate image, including corporate reputation, GMP authentication and philanthropy behavior are indicated to be positively associated with brand trust; while GMP authentication and philanthropy are shown to be positively related to brand identification. The findings also demonstrate that brand association and perceived quality of brand equity have significantly positive impacts on brand trust; while brand association has significant positive effects on brand identification. Furthermore, brand trust is found to have significantly positive influence on brand loyalty.
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