A Study of Antecedents of Customer Repurchase Behaviors

This study explores the relationship among brand equity, brand relationship and repurchase behaviors. The study uses brand equity as an independent variable to investigate the relationship between brand relationships and repurchase behaviors, taking the consumers of the top three chain store supermarkets in Taiwan as the objects of empirical analysis. The major findings of this study include: consumer’s social and economic backgrounds will influence their repurchase intentions on chain store supermarkets; the higher the brand image of a chain store supermarket is, the higher the consumer’s repurchase intention will be; the higher the consumer perceived quality and perceived value of chain store supermarket are, the higher the repurchase intention will be. Finally, this study proposes managerial implications and discussions for the purpose of being taken as references by operators in the industry for their future operation directions and strategies.