The Impact of Product Functions, Brand Image, Perceived Risk,
the impact of
The Impact of Product Functions, Brand Image, Perceived Risk, and Customer Satisfaction on Brand Loyalty: An Empirical Study of Cosmetic Brands in Taiwan
Abstract
Keywords: Product Functions, Brand Image, Perceived Risk, Customer Satisfaction.
This study aims at investigating the relationships among brand image, perceived risk, customer satisfaction and brand loyalty of laptop users in Taiwan. The effect of satisfaction works on brand loyalty is tested. Besides, the effects of brand image and perceived risk works on satisfaction are examined, too. This research also attempts to provide beneficial suggestions and implications for marketing practitioners. Research conclusions indicate that satisfaction is the only determinant of loyalty and it mediates the effect of brand image and perceived risk on loyalty. Evidences also show that both image and risk influence sati gests firms should pay extra attentions on brand building than risk gests firms should pay extra attentions on brand building than risk reduction.
Table of Contents
Abstract II
Table of Contents III
List of Tables V
List of Figures VI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 2
1.2.1 Theoretical Aspect 2
1.2.2 Practical Aspect 3
1.3 Research Objectives 4
1.4 Research Procedures 4
1.5 The Structure of this Study 5
CHAPTER TWO LITERATURE REVIEW 6
2.1 Product Functions 6
2.2 Brand Image 6
2.3 Perceived Risk 8
2.4 Customer Satisfaction 9
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 11
3.1 Conceptual Framework and Hypotheses 11
3.1.1 Conceptual Framework 11
3.1.2 Hypotheses 12
3.2 Definitions of Research Variables 12
3.2.1 Product functions 12
3.2.2 Brand image 13
3.2.3 Perceived risk 13
3.2.4 Customer satisfaction 14
3.4 Data Analysis Procedures 15
4.1 Factor Analysis and Reliability Tests 17
4.2 Regression Analysis 21
4.2.1Multiple Regression 21
4.2.2 Logistic Regression 28
4.3 Canonical Correlation 29
4.4
The Impact of Product Functions, Brand Image, Perceived Risk, and Customer Satisfaction on Brand Loyalty: An Empirical Study of Cosmetic Brands in Taiwan
Abstract
Keywords: Product Functions, Brand Image, Perceived Risk, Customer Satisfaction.
This study aims at investigating the relationships among brand image, perceived risk, customer satisfaction and brand loyalty of laptop users in Taiwan. The effect of satisfaction works on brand loyalty is tested. Besides, the effects of brand image and perceived risk works on satisfaction are examined, too. This research also attempts to provide beneficial suggestions and implications for marketing practitioners. Research conclusions indicate that satisfaction is the only determinant of loyalty and it mediates the effect of brand image and perceived risk on loyalty. Evidences also show that both image and risk influence sati gests firms should pay extra attentions on brand building than risk gests firms should pay extra attentions on brand building than risk reduction.
Table of Contents
Abstract II
Table of Contents III
List of Tables V
List of Figures VI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 2
1.2.1 Theoretical Aspect 2
1.2.2 Practical Aspect 3
1.3 Research Objectives 4
1.4 Research Procedures 4
1.5 The Structure of this Study 5
CHAPTER TWO LITERATURE REVIEW 6
2.1 Product Functions 6
2.2 Brand Image 6
2.3 Perceived Risk 8
2.4 Customer Satisfaction 9
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 11
3.1 Conceptual Framework and Hypotheses 11
3.1.1 Conceptual Framework 11
3.1.2 Hypotheses 12
3.2 Definitions of Research Variables 12
3.2.1 Product functions 12
3.2.2 Brand image 13
3.2.3 Perceived risk 13
3.2.4 Customer satisfaction 14
3.4 Data Analysis Procedures 15
4.1 Factor Analysis and Reliability Tests 17
4.2 Regression Analysis 21
4.2.1Multiple Regression 21
4.2.2 Logistic Regression 28
4.3 Canonical Correlation 29
4.4