This study aims to investigate how customers perceive brand image through the perceived value, which affect customer satisfaction and repurchase intention. The consumers in Da-Hu Wineland Resort are the samples of this study. Using convenience sampling , a total of 350 questionnaires were issued to obtain 333 valid questionnaires. The conclusions through statistical analysis are as following:
1. According to the results of the regression analysis, this paper discovers that brand image has a significant positive effect on customer satisfaction and customer satisfaction has a significant positive effect on repurchase intention, too. These results indicate that the better brand image could make the better customer satisfaction, and the better customer satisfaction could make the better repurchase intention of costomers.
2. The perceived value, which is perceived from the brand image, has partial mediating effect on customer satisfaction. In the study, we surprisingly find that the emotional value among the perceived value has strengthening or weakening effects on customer satisfaction, which rarely happened in the past studies. This shows that there are special features in the brand image of Da-Hu Wineland Resort.
The results of this paper not only have empirical consistency with past studies, but also provide new findings and discussion. Besides, this paper also discusses the limitations and gives some suggestions of the management in practice.
