碩士 / 國立高雄海洋科技大學 / 漁業生產與管理研究所 / 105 / This study aims to investigate the effectiveness of marketing and promoting the brand “Marine Flavor of Kaohsiung” and its aquatic products, which have been launched for over three years, as well as its brand image influencing the customer satisfaction and brand loyalty. Meanwhile, the relations among customer variables, brand image, customer satisfaction, and brand loyalty are also examined. A total of 1027 questionnaires were collected for this thesis and 982 copies were valid responses. The descriptive statistics, independent-sample t-test, one-way ANOVA and regression analysis were used to study the relations among brand image, customer satisfaction and brand loyalty from 411 copies as samples.
The results indicated that 42% of the respondents knew the brand “Marine Flavor of Kaohsiung” and have purchased the branded aquatic products in the past. In addition, 27% of the respondents have even had multiple purchases, demonstrating that brand marketing has attained concrete results and effects. Women are the main customers of the branded aquatic products. Other variables included married adults aged thirty to forty-nine, well-educated personnel, public servants, and service staff, which are the main grocery buyers in their households. The economic condition of the main customers such as monthly household income and personal income were similar to those of other people lived in Kaohsiung. This implied that the aquatic products of the brand “Marine Flavor of Kaohsiung” are currently affordable. Over 40% of the first time purchasers were introduced to the brand “Marine Flavor of Kaohsiung” mainly by means of short-term and large scale advertising events such as the Food Exhibition, Ocean Cultural Festival or via recommendations from friends and relatives. Better brand image was associated with increasing customer satisfaction, which consequently helped develop brand loyalty.
| Identifer | oai:union.ndltd.org:TW/105NKIM0451002 |
| Date | January 2017 |
| Creators | HSIEH,YU-PIN, 謝毓濱 |
| Contributors | CHIOU,WANN-DUEN, 邱萬敦 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 101 |
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