The Impact of Product Functions, Brand Image, Perceived Risk,

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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
AbstractII
Table of ContentsIII
List of TablesV
List of FiguresVI
CHAPTER ONE INTRODUCTION1
1.1 Research Background1
1.2 Research Motivation2
1.2.1 Theoretical Aspect2
1.2.2 Practical Aspect3
1.3 Research Objectives4
1.4 Research Procedures4
1.5 The Structure of this Study5
CHAPTER TWO LITERATURE REVIEW6
2.1 Product Functions6
2.2 Brand Image6
2.3 Perceived Risk8
2.4 Customer Satisfaction9
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY11
3.1 Conceptual Framework and Hypotheses11
3.1.1 Conceptual Framework11
3.1.2 Hypotheses12
3.2 Definitions of Research Variables12
3.2.1 Product functions12
3.2.2 Brand image13
3.2.3 Perceived risk13
3.2.4 Customer satisfaction14
3.4 Data Analysis Procedures15
4.1 Factor Analysis and Reliability Tests17
4.2 Regression Analysis21
4.2.1Multiple Regression21
4.2.2 Logistic Regression28
4.3 Canonical Correlation29
4.4 Cluster Analysis32
4.5 MANOVA33
4.6 Discriminant Analysis34
Table-4.11 The results of Discriminant analysis34
4.7 Structural Equation Modeling (SEM) and CFA35
4.8 CFA Analysis39
5.1 Research Conclusions43
5.2 Research Suggestions45
Reference46

List of Tables
Table 4.1 Result of Factor Analysis and Reliability Test20
Table4.2 Results of the influence of “Product Functions” on “Brand Image —(Factor 1)”21 Table4.3: Results of the influence of “Product Functions” on “Brand Image —(Factor 2)”22 Table-4.4: Results of the influence of “Product Functions” on “Perceived risk —(Factor 1)”23 Table 4.5: Results of the influence of “Product Functions” on “Perceived risk —(Factor 2)”24 Table-4.6 Results of the influence of “Product Functions” on “Customer Satisfaction”25 Table-4.7 Results of the influence of “Product Functions” on “Customer Satisfaction “26 Table 4.8 The results of comprehensive Multiple regression analysis27 Table-4.9 the results of Cluster Analysis32

Table- 4.10 the results of MANOVA34
Table-4.11 The results of Discriminant analysis34
Table 4.12 The Results of SEM111138
Table 4.13 The Results of CFA41
Table 5-1 Summary of Hypotheses Testing Results43

List of Figures
Figure 3.1 Conceptual Framework for this study11
Figure 4.1 Canonical Loading31
Figure 4-2 Structural Equation Model of this Study36
Figure 4.3 Results of Path Relationship ( SEM)37
Figure 4-4 CFA Model of this Study40

CHAPTER ONE
INTRODUCTION

1.1 Research Background
To satisfy customers is becoming a much more difficult task in modern business world. What consumers want and how they think are doubtlessly the most frequently asked questions by companies. For several decades, these mysteries have been explored in the scope of marketing and consumer behavior; however, it seems consistent and satisfying conclusions are not yet achieved. Complicated consumer mindsets make profitability unstable and those companies under such circumstances...
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