Exploratory study on corporate brand image and customer satisfaction on consumer purchase behavior: A case study of UNIQLO

摘要

The whole face economical downfall throughout their lives, including Taiwan where consumers are struggling with the drastic skyrocketing price tags of products and their never-increase incomes. Nowadays, there are more and more brands in which have similar line, and thus relying on the quality itself doesn't seem ra-tional enough to stay on top of the business world. So it all depends on the consumers choice of power, many of them who thought about the brand before purchase, and that is what corporates are trying to win their hearts (Uedr, 1994). In this study, we choice the brand which can still operate smoothly and to gain a foothold in the world in a recession environment in recent years. To explore ways of literature, collecting data associated with the brand, and took the brand image and purchase intention survey in four stores in Taiwan. Record the results down and analyzed descriptive statistics. Specific understanding that why UNIQLO be popular in the world because that they stressed the quality is better than pop, attract consumers eyes with constantly innovate, leaving space for consumers wild design, fairly reasonable prices, simple, high-quality and practical. We also know that brand image management and its consumer brand awareness, purchase intention with a considerable degree of influence.