High-end dessert brand image, motivation and customer satisfaction research –GODIVA

• Main Authors: Min-Shun Chang, 張閔舜
• Other Authors: Sheng-Ping Tao
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/tf85d7

碩士 === 中國文化大學 === 全球品牌與行銷碩士在職學位學程 === 107 === This study aims on the relevance of GODIVA brand image; purchase motivation, customer satisfaction and brand loyalty of consumers who have purchased GODIVA. Through literature citation and logical reasoning it is found that these four components are interrelated. The purpose of this study is to explore whether: (1) brand image affects purchase motivation, (2) brand image affects customer satisfaction, (3) customer satisfaction affects purchase motivation, (4) customer satisfaction affects brand loyalty, and (5) brand image affects brand loyalty. Questionnaires were used to collect data and the empirical results are as follows: (1) brand image has a significant positive impact on purchase motivation, (2) brand image has a significant positive impact on customer satisfaction, (3) customer satisfaction has a significant positive impact on purchase motivation, (4) customer satisfaction has a significant positive impact on brand loyalty, and (5) brand image has a significant positive impact on brand loyalty.