The modern society is a society of online communities, in which customers diffuse information not only through word of mouth but also through online communities. Therefore, the integration of Online and Offline has become an increasingly common model of buying among customers. The purpose of this study was to apply the Online and Offline perspective to investigate the effects of relationship quality and value on brand loyalty in both the community aspect and the physical aspect of brand. To this end, this study chose consumers of name-brand sport products as subjects. Data were collected using survey questionnaire, and a total of 242 valid responses were returned. Results confirmed that customer-brand relationship in the physical aspect of brand had a significant effect on relationship quality and relationship value; customer-brand relationship in the physical aspect was also positively related to brand loyalty. This study suggested that in managing the physical aspect of brand, businesses should pay attention to product display and decorations in the store environment and also increase bonds with customers and product interactivity. Moreover, they should strengthen service attitude training to improve their service quality, using pleasant shopping experiences as a means to promote customers’ brand loyalty.
