啤酒市場的開放，造成各品牌啤酒激烈的競爭，而取得優勢的關鍵取決於品牌形象，品牌的消極功能在於防止仿冒與辨識產品或服務；積極的功能則用於訊息傳達，影響其品質評價，本研究透過對消費者進行問卷調查，了解消費者對於市場中啤酒品牌形象、顧客滿意度與再購意願之關係，問卷共發放500 份，得到有效問卷268 份，有效回收率為53.6% 。分析結果發現如下：品牌形象對顧客滿意度與再購意願有正面的影響。顧客滿意度對再購意願有正面的影響。

The liberalization of the beer market contributes a white-hot competition among all brands of beer. The key to holding the edge on the beer market lies in brand image. The brand passively prevents fakes and identifies authentic products/ services, and proactively delivers relevant messages to influence the quality evaluation. This study distributes questionnaires to consumers in order to explore the correlation between consumers’ perception of different beer brands on the market, customer satisfaction, and repurchase intentions. A total of 500 questionnaires are distributed, 268 of which are valid, accounting for a response rate of 53.6%. The research findings are as follows: brand image has a positive effect on customer satisfaction and repurchase intentions, and customer satisfaction has a positive effect on repurchase intentions.