Explore the Relationship between Spokesperson, Brand Image, Perceived Value, and Service Quality on Customer Satisfaction and Customer Loyalty-Taking Converse as an Example
Abstract
In recent years, public awareness of sports has grown, leading to a proliferation of athletic brands in the marketplace. Converse has remained popular for several decades, raising important questions about how to establish a strong brand image and high service quality in the minds of consumers, as well as how to enhance customer satisfaction and loyalty to improve business performance and sustain competitive advantage. The primary objective of this study is to examine the relationships among consumers’ perceptions of spokesperson endorsement, brand image, service quality, perceived value, customer satisfaction, and customer loyalty. Data were collected from consumers who had previously purchased Converse products, resulting in 250 valid questionnaires (200 paper-based and 50 online). The findings are summarized as follows: (1) Most consumers express acceptance and recognition of both brand image and spokesperson endorsement, with attractiveness rated as the most influential attribute. Both internally compelling and highly charismatic spokespersons significantly enhance purchase intention; (2) The functional dimension of brand image—such as product variety, practical features, and innovative design—received the highest scores, indicating its central role in consumer satisfaction. Consumers use these cues to infer product quality and, consequently, a stronger brand image facilitates higher overall evaluation and perceived value of Converse products, increasing purchase intention; (3) Perceived service quality, defined by five key dimensions, serves as the foundation for customer satisfaction and loyalty. When customers distinctly perceive high-quality service, they are more likely to become loyal to the Converse brand; (4) Service quality can affect the emotional value within perceived value; thus, providing superior service quality is essential to elevating perceived value; and (5) Customer satisfaction partially mediates the effect on loyalty and is shaped by factors such as endorsement, brand image, and staff service, further influencing customer loyalty.
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