Proceedings of 10th Global Business and Social Science Research Conference
23 -24 June 2014, Radisson Blu Hotel, Beijing, China, ISBN: 978-1-922069-55-9
A Study on Brand Strategy, Brand Image, Customer
Satisfaction Degree, and Customer Loyalty Degree
Tung-Lai Hu, Kai-Yun Kao*, Yi-Hsuan Ho, Wen-Chueh Hsieh and Yung-Ning
Wang
After recovering from the financial crisis of subprime loan, the domestic public consumption level in
Taiwan has increased. For emerging their social status, consumers tend to be more emphasizing the
embellishment and fashion style of apparels. Take clothing retailer industry for example, there are many
famous clothing retailers cutting down cost of channel in order to provide more attractive and reasonable
price which brings them competitive advantage at the same time. Furthermore, for touching customers
and make them know more about the brand, more and more garment brands start to establish flagship
stores to offer customers a novel and satisfying shopping experience.
The survey took the empirical investigation of clothing retail industry evidence on the relationship
between the different variables, and it integrated academic theory with the developed framework from
prior studies. The data was collected by spreading questionnaires in Taipei City, probing into the relation
among brand strategy, brand image, and customer satisfaction degree in clothing retail industry, along
with their respective correlation with customer loyalty degree by way of structural equation modeling.
The most significant finding is a crucial and positive correlation between brand strategy and customer
satisfaction degree, brand strategy and customer loyalty degree, brand image and customer satisfaction
degree, brand image and customer loyalty degree, and customer satisfaction degree and customer
loyalty degree.
Keywords ： Brand Strategy, Brand Image, Customer Satisfaction Degree, Customer
Loyalty Degree
________________________________________________________________________
Dr. Tung-Lai Hu, Department of Business Management, National Taipei University of Technology, Taiwan
Email: jameshu@ntut.edu.tw
*Miss Kai-Yun Kao, Graduate Institute of Industrial and Business Management, National Taipei University of
Technology, Taiwan. Email: kaykaoo@hotmail.com
+886939900228
Miss Yi-Hsuan Ho, Graduate Institute of Industrial and Business Management, National Taipei University of
Technology, Taiwan. Email: eve_1008@hotmail.com
Dr. Wen-Chueh Hsie, Department of International Business, Soochow University, Taiwan. Email:
wshieh@scu.edu.tw
Dr. Yung-Ning Wang, Graduate Institute of Industrial and Business Management, National Taipei
University of Technology, Taiwan. Email: dewang01@ms76.hinet.net