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

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  • Yu-Te Tu
  • Heng-Chi Chih

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.

Suggested Citation

  • Yu-Te Tu & Heng-Chi Chih, 2013. "An Empirical Study of Corporate Brand Image, Customer Perceived Value and Satisfaction on Loyalty in Shoe Industry," Journal of Economics and Behavioral Studies, AMH International, vol. 5(7), pages 469-483.
    • Handle: RePEc:rnd:arjebs:v:5:y:2013:i:7:p:469-483
    DOI: 10.22610/jebs.v5i7.421
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    Cited by:

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    3. Patricia Martínez García de Leaniz & Ignacio Rodríguez del Bosque Rodríguez, 2016. "Corporate Image and Reputation as Drivers of Customer Loyalty," Corporate Reputation Review, Palgrave Macmillan, vol. 19(2), pages 166-178, April.
    4. Caputa, Wiesława & Krawczyk-Sokolowska, Izabela & Pierscieniak, Agata, 2021. "The potential of web awareness as a determinant of dually defined customer value," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    5. Patricia Martínez & Ángel Herrero & Raquel Gómez‐López, 2019. "Corporate images and customer behavioral intentions in an environmentally certified context: Promoting environmental sustainability in the hospitality industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(6), pages 1382-1391, November.
    6. Maria Abdul Rahman* & Yusniza Kamarulzaman, 2018. "The Mediating Effect of Satisfaction on Customer Loyalty in Oursourcing Relationships and its Determinants," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 1062-1074:6.
    7. M. F. Mpwanya, 2022. "An Empirical Examination of the Overall Customer Satisfaction with the Service Delivery of Mobile Network Operators in South Africa," Global Business Review, International Management Institute, vol. 23(1), pages 20-36, February.
    8. Hasnan Baber, 2021. "Efficacy of COVID-19 screening system and customer satisfaction in banks: moderating role of the perceived threat and health risk," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(4), pages 295-304, December.
    9. Sook-Fun Fong & Rui-Ying Loh & Sang-Long Choi, 2022. "Marketing Strategies and Customer Satisfaction: A Study on the Higher Education Institutions in Johor," Business and Economic Research, Macrothink Institute, vol. 12(2), pages 61-83, December.

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