A Study of Relationship among Perceived Value of Brand, Brand Loyalty and Fans Behavior: Take the Mayday as an Example

• Main Authors: Xiang-Yi You, 游湘宜
• Other Authors: Ru-Yu Wang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/qv4ju8

碩士 === 中原大學 === 企業管理研究所 === 102 === As technology advances, music fans are switching from purchasing compact disks to downloading online, causing the disk market to wane. Being a singer is no longer lucrative compared to the past. In Taiwan, however, there is an exception, a band called Mayday, which were even invited to attend the British Broadcasting show in November 2013. Mayday has a lot of fans in Taiwan and the number of fans has increased gradually. That is why Mayday has been such a famous band in Taiwan. In this research, it is hypothesized that the brand awareness, brand loyalty and fans behavior are related with positive effect. Structural equation modeling is applied and the results listed as followed. 1.The higher brand awareness the fans maintain, the higer brand loyalty they maintain. 2.The higher brand loyalty the fans maintain, the stronger behavior they are. 3.The relationship between brand awareness and fans behavior is no significant. From the research, the Conspicuousness’ value of Mayday’s fans is lowest in the brand awareness dimension and the reason is that Mayday is friendly; however, their Perceived Hedonic and the Perceived Extended-Self are among top 2 in the brand awareness dimension because the songs Mayday composed can release their pressure and recover their energy. The Behavioral Loyalty’s value is lower in the brand loyalty dimension because they support them from the bottom of their heart instead of buying Mayday’s products. The value of the internet communication is lowest in the fans behavior dimension because most of fans surfing the net is searching Mayday’s information instead of intercommunication. In addition, the result also shows that the brand loyalty acts as a total mediator in the relationship between brands perceived value and fans behavior. Therefore, Mayday can develop the completed network platform or customize their products in order to increase their fans loyalty.