Business Intelligence

Identification Of Factors Affecting Chinese Wine Consumers? Loyalty

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Executive Summary

To ensure the relationship of brand, company, and location image with customer loyalty, this paper surveyed Chinese wine consumers by convenience sampling at a Chinese hypermarket in Yenta, China. Factor analysis resulted in four variables; brand image, corporate competitiveness image, corporate social responsibility image, and location image. Regression analysis is in congruence with previous researches, supporting the positive impact of the image variables on customer loyalty. Some implications for marketing managers attempting to tackle the Chinese wine market are suggested.

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