The Effect of Product Innovation and Brand Image on Perceived Value and Customer Loyalty：Taking Taichung Top City Mall Food Court As An Example.

[[abstract]]In Taiwan, department store industry has become one of the most popular industries. This paper takes the Taichung Top City Mall as the research subject, to discuss the relationship between the product innovation, brand image and the perceived value. Brand image is the interact process of enterprise products and the customer perceived value, after consumers having established a close relationship with the enterprise, also it can also strengthen the stability of customers and improve the perceived value of customers. Department store food court is a special formed industry, it is attached to the department store, therefore, the food court shares the most consumer groups of the department store, but different from department store which is food court belongs to the catering industry. While in past studies, they were aimed at the restaurant or the department store, but not for the special formed industry food court at the department store to conduct research.Brand image is the mark of the enterprise; it is not only the executive model of enterprise itself, but also a model of social learning. Once the enterprise product has a good brand image, it is also a positive image to the enterprise. In this constantly changing age, the expectation of consumer for the brand image and product innovation are higher than ever, the attention of consumer is no longer limited to the bright appearance of an enterprise, but to its product innovation which will attract the consumer mostly among the large quantity of enterprises. The research priorities include:1. To explore the consumers’ attitudes towards the product innovation, brand image and perceived value andof Taichung Top City Mall food court.2. To probe into the effect of the consumers’ product innovation and brand image on perceived value and customer loyalty.3. To discuss the cognitive situation of consumers on the Taichung Top City Mall food court’s product innovation, brand image and perceived value and customer loyalty