| Summary: | 碩士 === 輔仁大學 === 織品服裝學系碩士班 === 102 === The purpose of this study is to explore and describe the authenticity and brand loyalty in the market of YUAN soap business and draw the relationship between the authenticity and brand loyalty of using YUAN soap when purchasing. The objectives of this study are to determine: (a) the relationship among authenticity of customers, style aesthetics, emotional experience and brand loyalty. A questionnaire was designed to gather information about brand’ s authenticity, brand loyalty of changing or purchasing YUAN soap and the relationship among the authenticity of customers, style aesthetics, emotional experience and brand loyalty. The results of this study show: (a) the authenticity of YUAN soap do affect the brand loyalty of customers, (b) there’s significant relationship among authenticity of customers, style aesthetics, emotional experience and brand loyalty.
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