| Summary: | 碩士 === 國立雲林科技大學 === 應用外語系 === 104 === Recent surveys have regarded customer satisfaction, brand loyalty, brand image and personal involvement as fundamental issues. The previous research has been focused on investigating the case study of UNIQLO and the comparison between other apparel brands. However, brand image, brand loyalty, customer satisfaction and personal involvement have not been extensively studied yet. Therefore, the research purpose is to examine the relationships among brand image, brand loyalty, customer satisfaction and personal involvement that could affect UNIQLO’s profitability.
Quantitative research approaches were employed in this study in order to find out the relationships among these factors. Results of this research showed that Brand image is positively related to customer satisfaction, Brand image and Customer satisfaction significantly predicts brand loyalty. Brand image and Customer satisfaction would affect brand loyalty through its effect on personal involvement.
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