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題 名 | The Mediating Effects of Brand Trust on Customer Satisfaction and Brand Loyalty in Taiwan Cosmetic Users |
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作 者 | Yeh, Huery Ren; Lin, Ling Zhong; Chen, Chia Wen; | 書刊名 | Academy of Taiwan Business Management Review |
卷 期 | 6:4 2010.12[民99.12] |
頁 次 | 頁149-157 |
分類號 | 496.34 |
關鍵詞 | Customer satisfaction; Brand trust; Brand affect; Brand loyalty; |
語 文 | 英文(English) |
英文摘要 | The purpose of the study aims at the discussion of the effects among customer satisfaction, brand trust, brand affect and brand loyalty. In addition, the study uses brand trust and brand affect as mediators to analyze the relationship between customer satisfaction and brand loyalty. The research subjects are female consumers who ever used cosmetics, and they are asked to respond the questionnaire on understanding the differences and influences among customer perceived value, brand trust, brand affect and brand loyalty of cosmetics usage. The results reveals that (a) customer satisfaction, brand trust, brand affect and brand loyalty have a significant relationship among each other, (b) customer satisfaction will affect brand loyalty through the mediation effect of brand trust and (c) customer satisfaction will influence brand loyalty through the mediation effect of brand affect. |
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