A Study on the Effects of Brand Image and Perceived Value on Customer Loyalty-A Case Study of Skincare Products

• Main Authors: CHIH-SHENG WANG, 王志勝
• Other Authors: Wu Tsui-Feng
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/s496qn

碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 104 === Since people in Taiwan pay more and more attention to their look nowadays, skincare products have become common. Not only the age range of consumers is getting younger, but also getting wider. Therefore the market size of skincare products in Taiwan is growing up fastly. Facing with complex consumer environment and many competitors that exist today, companies must better understand consumers' needs and feelings in order to obtain consumer recognition. Meanwhile, companies must be innovative and change with the times to heip the brand image deeply rooted in the hearts of consumers. How to enhance consumer purchase intention and increase sales has become an important subject in business marketing strategy. This study investigates the relevance of brand image, perceived value, and customer loyalty for consumption on a company own brand skincare products. A total of 512 copies of questionnaire were sent out, and collected 471 valid questionnaires, the return rate was 91.9%. The collected 471 valid questionnaires had been thoroughly analyzed by descriptive statistics analysis, factor analysis, reliability analysis, validity analysis, connected analysis, and regression analysis. Results of the study show that brand image has a positive significantly on perceived value. Therefore, they might strengthen the brand image to add customer's perceived value.Brand image has a positive significantly on customer loyalty. Therefore, they might strengthen the brand image to get higher loyalty.Perceived value has a positive significantly on customer loyalty. Therefore, they might strengthen customer's perceived value to add customer loyalty. The purpose of this study is to identify the factors affecting customer’s purchase of skincare products. The findings can serve as reference for business to develop product marketing strategies.