The Effect of Brand Image, Price, and Brand Awareness on Brand Loyalty, The Rule of Customer Satisfaction as a Mediating Variable
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- Yu-Te Tu & Hsiao-Chien Chang, 2012. "Corporate Brand Image and Customer Satisfaction on Loyalty: An Empirical Study of Starbucks Coffee in Taiwan," Journal of Social and Development Sciences, AMH International, vol. 3(1), pages 24-32.
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Keywords
Brand Awareness; Brand Image; Brand Loyalty; Customer Satisfaction; Price.;All these keywords.
JEL classification:
- L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
- L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
- M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
NEP fields
This paper has been announced in the following NEP Reports:- NEP-IPR-2017-10-08 (Intellectual Property Rights)
- NEP-MKT-2017-10-08 (Marketing)
- NEP-SEA-2017-10-08 (South East Asia)
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