An Empirical Study of Corporate Brand Image, Customer Perceived Value and Satisfaction on Loyalty in Shoe Industry

Abstract

A positive corporate brand image is not only increasing competition but also encourage consumers to repurchase. With loyal customers, companies can reduce the operating cost and acquisition expenses. This initial study was from relevant literature, then set up research structure and hypotheses. Survey was employed, and respondents collected from the customers of ASO in Taiwan. There were 208 usable questionnaires to analyze descriptive statistics, reliability, validity, and SEM model. Based on the research results, corporate brand image significantly affects customer perceived value, customer satisfaction and loyalty; customer perceived value has strong impact on customer satisfaction and loyalty for the sample; and customer satisfaction significantly affects customer loyalty. Therefore, companies should have a positive brand image to customers, and specifically focus on those factors in order to build a long-term and mutually profitability relationships with customers and create loyalty as competitive advantages in the markets. The study focuses on the industry of shoes in Taiwan, and adopts only a quantitative method. Future research could employ a different design to examine the causal relationships posited by the theories, and extension the study to discuss mediation or moderation among dimensions.