Interdisciplinar y Behavior and Social Sciences – Lumban Gaol (Ed.)
© 2015 Taylor & Francis Group, London, ISBN 978-1-138-02735-0
The relationship among perceived value, brand image, customer
satisfaction, and customer loyalty: The moderating effect of gender
Ki Han Chung, Ji Eun Yu, & Jae Ik Shin
Department of Business Administration, Gyeongsang National University, Jinju, South Korea
ABSTRACT: The purpose of this paper investigates the relationship between perceived value, brand image,
customer satisfaction, and customer loyalty in a low-priced cosmetic brand of South Korea, as well as to examine
the moderating role of gender. The results showed that perceived value positively affects brand image and
customer satisfaction. Brand image positivel