Factors affecting scotch brand loyal ty

Abstract

The purposes of the study on factors affecting Scotch brand loyalty were to examine personal factors of Scotch brand purchasers, opinions on the brand equity, degree of loyalty, and brand equity factors that affected Scotch brand loyalty. The data were collected from 405 buyer samples selected from Cochran sample size formula and were analyzed by descriptive statistics including frequency, percentage, mean, and standard deviation. As for inferential statistics, Pearson Product Moment Correlation Analysis and multiple regression analysis were applied. The results showed that the opinions on the brand equity factors on three aspects of the brand regarding the brand recognition, the brand association, and the quality perception were highly regarded. Opinions towards Scotch brand loyalty in terms of attitude and behavioral aspects were also high. The hypothesis test results suggested that factors related to brand equity in terms of brand recognition, brand association, and quality recognition affected Scotch brand loyalty in the overall, attitude, and behavior aspects.