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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31863

    Title: 品牌形象與品牌態度對購買意願之影響研究
    Other Titles: The effects of brand image and brand attitude on purchase intention
    Authors: 邱瑋珍;Chiu, Wei-chen
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    黃志文;Huang, Chih-wen
    Keywords: 品牌形象;品牌態度;購買意願;Brand Image;Brand Attitude;Purchase Intention
    Date: 2006
    Issue Date: 2010-01-11 01:20:40 (UTC+8)
    Abstract: 論文提要內容:

    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.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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