A Study of Brand Identity upon Customer Loyalty of LeeZen Organic Store

• Main Authors: CHANG, YING-FEN, 張瑛芬
• Other Authors: 高華聲
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/634aek

碩士 === 大仁科技大學 === 文化創意產業研究所 === 105 === The purpose of this study was to investigate the brand identity upon customer loyalty of LeeZen organic store. The research employed questionnaires and collected total of 290 effective samples from respondents. All data were analyzed by statistical methods including descriptive analysis, independent t-test, one-way MANOVA and canonical correlation. The main findings of this study are as follows. 1. The most consumers of LeeZen organic store were female, married, above 51 years of age, college degree, high income and Buddhism . 2.The brand identity and the customer loyalty of the consumers of LeeZen organic store are above the agree level. 3.The consumers of diverse background variables among the dimensions of brand identity generated significant differences in the aspect of marital status, age, religious belief, consumption frequency and average consumption amount. 4.The consumers of diverse background variables among the dimensions of customer loyalty have significant differences in the aspect of gender, age, religious belief, consumption frequency and average consumption amount. 5.There was significant positive correlation relationship between brand identity and customer loyalty. Finally, according to the results, the study provides specific recommendations as follows. 1. LeeZen organic store can use promotional strategies to enhance brand loyalty to consumers. 2. Develop new market from the customer of groups who visited less. 3. Develop marketing strategies to build brand advantage. The subjects for future studies may be use different variables, research samples, locations and interviews for further study.