本研究結論： 一、「品牌形象三構面」在「品牌態度」與「購買意願」構面上有其顯著影響；且「品牌形象」會受到「品牌態度」之中介作用，進而影響其「購買意願」。 二、以皮件商品為例，其功能性品牌形象影響品牌態度之程度最為顯著；其次是象徵性品牌形象；最後則是經驗性品牌形象。 三、品牌態度會影響消費者的購買意願，且是正向相關，若消費者對該產品擁有正面且良好的品牌態度，則其對該產品的購買意願亦會較高。 Abstract： In recent years, the level of consumption improves and boutique market grows up fast in Taiwan. A lot of boutique brands set up the counters in Taiwan. Then, it’s an important subject how to show one’s talent in numerous brands. Brand image consider as one suggestion of information, consumer infer product quality by held brand image. The successful brand image will improve the additional value of the products, and then is approved by the target consumer group, in order to improve consumer’s brand attitude and purchase intention. Most studies measured the brand image with the entirety concept in the past, and this study is according to brand image’s functional attributes, symbolic attributes and experiential attributes this three aspects to discussion separately. This study is investigates the brand image of different leather products. The data collection has been carried out through the questionnaire done by Tamkang University students by census method. In order to comprehend the effect of leather product’s brand image on consumer’s brand attitude and purchase intention. The obtained data is analyzed by using LISREL method and use to verify this study’s hypothesis. The results of the study are summarized as follows: 1. “Brand image three aspects” in “brand attitude” and “purchase intention” have significant difference; and “brand image” will be affected by intermediary of “brand attitude”, and then influence “purchase intention”. 2. Take leather products as an example, its functional brand image influences the degree of the brand attitude is most apparent; secondly is symbolizing brand image; it is a experience brand image finally. 3. Brand attitude will influence consumer’s purchase intention, and is positive relevant. If consumers have a positive and good brand attitude, then their purchase intention will upper.