| Summary: | 碩士 === 台南應用科技大學 === 國際企業經營系碩士班 === 105 === The price level rises rapidly after the amendment of Labor Standard Act which came into effect this early year. Consumers are quite sensitive to price. They prefer cheap but good quality products. Private brand products are one of these commodities. This study empirically investigates the relationships among perceived quality, brand image, purchase intention and brand loyalty. A questionnaire survey was conducted to fulfill this purpose using a sample of 389 effective questionnaires gathered from the customers of FamilyMart at Tainan city. The analyses of statistics such as independent-samples t test, Pearson correlation coefficient, and regression analysis were used to analyze the data, with the software of SPSS. We find that perceived quality and brand image are positively related with purchase intention. The higher consumers’ purchase intention, the more brand loyalty. Finally, implications and future research suggestions are discussed.
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