Effects of Brand Image on Customer Perceived Value and Brand Loyalty : Analysis on Chinese Sports Shoes Industry
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Nowadays a brand economy is a mainstream of modern economy and a brand equity has become the most important intangible asset of companies. Therefore, a brand image as a core of the brand equity is one of the important research topics in the field of marketing. In recent years, some researches for the impact of brand image on customers’ satisfaction and loyalty have been explored. Until now the industry research has been involved in only hotels, shopping malls and other areas of service brand industry. This paper mainly studies the effects of brand image on customer perceived value and brand loyalty among Chinese customers. It also explores whether or not there are meditating effects of customer perceived value in the relationship between brand image and brand loyalty. Theoretical research and questionnaires are applied, and by using SPSS/AMOS 21.0 a statistical analysis is done and the results are obtained as following. First, the three dimensions of the sports shoes brand image, namely a corporate image, product image, user image, have a positive impact on customer perceived value and brand loyalty. Second, customer perceived value shows a meditating effects in the relationship between brand image and brand loyalty. Finally, customer perceived value has a positive influence on brand loyalty. According to empirical study results, this paper provides some suggestions for sport shoes companies when they construct their brand image: i) Improving employees’ corporate responsibility; ii) Optimizing shoes design to establish good product image; iii) Searching for some suitable product spokesperson to create good user image; iv) Improving the service quality of retail stores to gain more customer satisfaction.
Abstract
Nowadays a brand economy is a mainstream of modern economy and a brand equity has become the most important intangible asset of companies. Therefore, a brand image as a core of the brand equity is one of the important research topics in the field of marketing. In recent years, some researches for the impact of brand image on customers’ satisfaction and loyalty have been explored. Until now the industry research has been involved in only hotels, shopping malls and other areas of service brand industry. This paper mainly studies the effects of brand image on customer perceived value and brand loyalty among Chinese customers. It also explores whether or not there are meditating effects of customer perceived value in the relationship between brand image and brand loyalty. Theoretical research and questionnaires are applied, and by using SPSS/AMOS 21.0 a statistical analysis is done and the results are obtained as following. First, the three dimensions of the sports shoes brand image, namely a corporate image, product image, user image, have a positive impact on customer perceived value and brand loyalty. Second, customer perceived value shows a meditating effects in the relationship between brand image and brand loyalty. Finally, customer perceived value has a positive influence on brand loyalty. According to empirical study results, this paper provides some suggestions for sport shoes companies when they construct their brand image: i) Improving employees’ corporate responsibility; ii) Optimizing shoes design to establish good product image; iii) Searching for some suitable product spokesperson to create good user image; iv) Improving the service quality of retail stores to gain more customer satisfaction.
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