碩士 / 國立高雄科技大學 / 企業管理系 / 107 / Brands symbolize products or services. To break through the red ocean in the competitive markets, the establishment of a brand is a crucial strategy to create the blue ocean domain. To consumers, the awareness, identity, and relationship stickiness to a brand do not appear overnight, but accumulate over time. To examine the effects of brand awareness and brand identity on brand relationship stickiness, the current study included consumers who had purchased the products of “In love with Keziliao” of the Tzukuan District Fishermen's Association.
A total of 251 valid questionnaires were collected. The results were as follows:
1.Brand awareness has significantly positive influence in brand relationship stickiness.
2.Brand identity has significantly positive influence in brand relationship stickiness.
3.Brand awareness has significantly positive influence in brand identity.
4.Brand relationship stickiness was indirectly affected by brand awareness through brand identity.
Suggestions for future studies are discussed.
| Identifer | oai:union.ndltd.org:TW/107NKUS0121011 |
| Date | January 2019 |
| Creators | Huang,Feng-Yu, 黃峯昱 |
| Contributors | Huang, Yi-Chun, 黃義俊 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 143 |
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