在競爭日益激烈之行銷環境中，品牌忠誠度ㄧ直是企業所重視的資產，對於商品而言，品牌之價值維繫，品牌之推展，都有賴於維護顧客對於品牌之忠誠度。過去文獻中對於品牌忠誠度之研究廣泛，但是針對顧客與銷售人員之間的關係，是否會影響顧客對於品牌之忠誠度，現有文獻仍無法釐清。因此，本研究旨在建立顧客對於銷售人員之喜愛程度和品牌忠誠度間關係之完整模式。本研究之結果發現，顧客對於銷售人員喜愛程度越高，會提高對於銷售人員信任以及專業之知覺程度，進而提高該顧客對於品牌之忠誠度。

Brand royalty is an important issue in the competing marketing environment. Brand royalty always is the important asset of company. Especially for a product, how to maintain the value of brand, and to promote the brand, depends on customer’s brand loyalty. There is no any extant literature focus on the perspective of customer-salesperson relationship. Therefore, the purpose of this study is to provide a casual model to explain the effect of customer’s likability of salesperson on brand royalty. The results indicate that higher customer’s likability of salesperson will increase customer’s perceived trustworthiness and perceived expertise of the salesperson, which will in turn increase customer’s brand royalty.