The Influence of Customer Variety and Brand Loyalty on the Purchasing of Umbrella-Branded Products

摘要

Specifically,the fundamental research question addressed in this study is: What is the influence of customer variety and behavioral loyalty on the purchasing of umbrella brands? As such,the purpose of this study is to investigate(1)the relationship between customer variety and purchase behavior,(2)the relationship between customer loyalty behaviors and purchase behavior,and(3)the moderating impact of customer variety on the relationship between brand loyalty and purchase behavior.