Rozprawy doktorskie: „Brand attitude”

1

Mitsell, Maria, Annie Johansson i Sanna Lindberg. "Branding : - A research measuring brand involvement and brand attitude and their effects on buying intention". Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19086.

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The purpose of this thesis was to investigate if there is a relationship between brandinvolvement, brand attitude and buying intention. From the purpose, two hypotheses weredeveloped. Brand involvement has a positive impact on brand attitude and a positive Brandattitude has a positive impact on buying intention. They were tested on the eventMöbelriksdagen. A quantitative method was used, an e‐mail questionnaire was sent out to400 previous participants to Möbelriksdagen and 80 of them responded. The result showsthat the hypothesis is supported. There is a clear connection between both brandinvolvement and brand attitude, and between brand attitude and buying intention. Thesefindings give organizations an understanding of the importance of having involved customersto affect the brand attitude, buying intention and event participation. Recommendations arepresented and could help organizations to know what is important to focus on when theywant to affect buying intention and event participation.

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2

Isotalo, Anni, i Samu Watanen. "The impact of brand experience on attitudes and brand image : A quantitative study". Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-28544.

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Research questions: How to create an engaging brand experience in marketing context? How does an engaging brand experience affect consumer attitudes and brand image? Purpose of the study: The authors propose that the relationship between brand experience and formation of brand loyalty can be mediated by brand affect: positive attitude and brand image. The study discovers the components of an engaging brand experience and indicates their effect on consumer attitudes and brand image. Conclusion: An engaging brand experience can be delivered by enabling seamless interaction between the consumer and the brand, involving the consumer with the brand at the consumer’s own will, and by ensuring that all the communication efforts as well as the content of each of the brand’s touch points is consistent. By delivering such brand experiences, positive attitudes and brand image; brand affect, can be generated and brand loyalty affected.

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Huang, Pu-Sheng, i 黃樸生. "The Relationships among Brand Story Function, Attitude towards Advertising, Brand Attitude, and Brand Awareness". Thesis, 2016. http://ndltd.ncl.edu.tw/handle/63670894543382964296.

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博士
大葉大學
管理學院博士班
104
This study proposes the brand story should have two functions that include the emotional contagion and competency. We test these functions that can impact attitude toward advertising and brand attitude. These functions and attitude toward advertising also can be moderates by brand awareness. Using 336 college students as research samples, empirical results indicate that these two functions positively influence attitude toward advertising and brand attitude. Therefore, this study proposes the core functions for brand story advertising to achieve the marketing effect, and proves the influence of the function on attitude towards advertising and brand attitude. This study also can provide suggestion for advertising managers or marketing managers to develop brand story advertising.

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Phelps, Joseph E. "Investigating brand familiarty and product involvement effects on the relations among prior brand attitude, attitude-toward-an-ad, brand attitude and purchase intention". 1989. http://catalog.hathitrust.org/api/volumes/oclc/19977332.html.

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Thesis (M.A.)--University of Wisconsin--Madison, 1989.
Typescript. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves [81-88]).

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Lien, Hao-Wen, i 連浩文. "The Influence of Brand Attachment and Brand Attitude to Brand Preference". Thesis, 2011. http://ndltd.ncl.edu.tw/handle/70626254619988859345.

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碩士
國立臺北大學
企業管理學系
99
According to past researches, it is helpful to accomplish brand building by shaping strongly brand attachment. Brand attachment makes products different and distinquished. We would like to know whether consumers will even more love the brand if they have deep brand attachment. We believe brand attachment could create competitive advantages and valuable strategies for enterprises. Therefore, We reconstruct the content of brand attachment with the emotional attachment viewpoint. Using questionnaire survey explores the influence of brand attachment and brand attitude to brand preference. Discussing the moderating effect of product attribute among brand attachment, brand attitude, and brand preference. Our research objects are the people who ever had spending in Starbucks, Ikari Coffee, City Café or Nike. Using structural equation modeling (SEM) and hierarchical regression analysis to verify the hypothesises. The research finds that brand attachment contains self-schema, self-object linkage, and self-implication. Besides, both brand attachment and brand attitude have positive effect on brand preference, and moderating effect of product attribute (hedonic & symbolic) on the relationship between brand attachment and brand preference as well as brand attitude and brand preference. This research may support important reference for making brand strategy.

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Liu, Shu-Ting, i 劉書廷. "Exploring the Influence of Brand Endorsement and Brand Rejuvenation on Consumer Advertising Attitude, Brand Attitude and Purchase Intention". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/8euh87.

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Ku, Ting-Hua, i 古庭華. "Occupational Pellets Brand Image; Brand Attitude;Purchase Intention Study". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/17590325646921355647.

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碩士
中國文化大學
國際企業管理學系
101
In recent years, the national income and improve the implementation and two days off every week, so more and more people are willing to spend time and money on leisure sports, and occupation of the popular movement, and many people began to concern the occupation movement, in addition to watch programs are more and more people are willing to approach to watch and buy merchandise, but how a occu-pation pellet talent showing itself is an important topic.This study discusses occupa-tion pellet to establish brand image to enhance the target consumer group identity, to enhance consumer brand attitude and purchase intention. Objective: the purpose of this study was to explore the relationships between occupation sports team brand image, brand attitude, purchase intention, and to pro-vide the sports industry related units to formulate development policies. A question-naire survey method to collect data, questionnaire recovery after the application of SPSS for Windows 17 statistical software package, were conducted descriptive sta-tistical analysis, one-way ANOVA, analysis, validity of hierarchical regression anal-ysis. Results: (1) have positive influence relationship between brand image and pur-chase intention; (2) the brand image and brand attitude positively influences; (3) the brand image and brand attitude positively influences brand attitude; (4) has a medi-ating effect on brand image and purchase intention.Research. Conclusion: the occupation sport teams should to establish team brand image as the most important consideration, in order to improve the recognition of the pellet fans, fans of the team and enhance the brand attitude. Occupation sports team should pay attention to the fans brand attitude, as shown by fans of the brand attitude is an important asset occupation sports team; the brand image and the fans and the fans purchase intention depends on the occupation of pellets brand attitude, so the occupation sport teams from the brand image and brand attitude at strategies for improvement, and fans of the occupation pellet commodity purchase intention.

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CHANG, YU-TING, i 張瑜庭. "Research on Brand Awareness, Brand Attitude and Loyalty Relationship". Thesis, 2017. http://ndltd.ncl.edu.tw/handle/vv4393.

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碩士
大葉大學
運動健康管理學系
105
The main purpose of this study is to explore the relationship between brand awareness, brand attitude and customer loyalty, and to study the consumers who bought sports drinks and drinks in Changhua area. In this study, 300 sample questionnaires were used to collect 261 questionnaires and 261 valid questionnaires. The questionnaire was analyzed by statistic analysis, factor analysis and regression analysis to explore the influence of brand awareness, brand attitude and customer loyalty. The results of this study are as follows: First, brand awareness has a positive impact on brand attitude. Second, the brand attitude has a positive impact on customer loyalty. Third, brand awareness has a positive impact on customer loyalty. Fourth, the brand attitude in this study to achieve some significant intermediary effect. Based on the results of the study, several recommendations were made as a reference for future research.

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LIN, KAI-CHE, i 林楷哲. "The impact of brand extension attitude and fit on brand loyalty -The case of Sports Brands". Thesis, 2009. http://ndltd.ncl.edu.tw/handle/36428493039391571245.

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碩士
東吳大學
企業管理學系
97
The purpose of this study is to determine the impact of brand extension and cognitive fit on consumers’ brand loyalty. It seeks to explore consumers’ brand awareness and emotional strain on the extension of product loyalty and also the cognitive fit of the impact of brand loyalty. The study also involves the extent of use of products as a means of testing whether the interference of loyalty will be affected, an attempt to more clearly explain the assessment of the extension of consumer products as well as the impact of the factors behind this. The sample study undertaken was mainly students from Soochow, through a questionnaire survey, using SPSS 14.0 for data analysis and research to verify the hypothesis. According to the evidence of this study, the results can be summarized as follow: 1. The brand extension attitude of a well-known brand has significant impact on the behavior of loyalty and the attitudinal loyalty. The degree of product involvement as an interference factor, will also have a great influence on the results of these two components; On the other hand, the extension product cognitive of a less well-known brand has no significant impact on the behavior of loyalty but does have an impact on the attitudinal loyalty, and the degree of product involvement as an interference factor produces the same effect as well. 2. Cognitive fit has significant influence on the behavior of loyalty and attitudinal loyalty, and the degree of product involvement as an interference factor will also affect the result of the two components. 3. If consumers at the same time are taking into consideration brand extension attitudes and cognitive fit, and also the degree of product involvement as an interference factor, there will be significant impact on the behavior of loyalty and the attitudinal loyalty. 4. The level of consumers brand loyalty performance does not come from the attitude of the brand, the cognitive fit decides whether a product brand extension is successful.

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Chiang, Shih-Hsi, i 蔣世熙. "The Effect of Congruence between Brand Image and Spokesperson Image on Brand Attitude and Advertising Attitude". Thesis, 2015. http://ndltd.ncl.edu.tw/handle/25809139528932412093.

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碩士
中國文化大學
國際企業管理學系碩士在職專班
103
This is the universal common way, enterprises take various marketing strategies for their goods and services by advertising spokesperson, and through advertising to increase brand exposure, thereby increasing consumers' favorability of the enterprise. Therefore, setting the brand and advertising spokesperson is the way to build consumer brand attitudes. This thesis intends to discuss, how to make use of the relationship between the brand and the spokesperson to enhance consumer attitudes toward the brand. In this research, we enhance the brand and ad attitude through congruence theory, and used of the image of brand and advertising spokesperson, and verified by experimental method. The results show that brand attitude and ad attitude obtained when the image of the brand and advertising spokesperson achieve congruence, significantly higher than incongruence.

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CHANG, CHING-CHIA, i 張靖佳. "Exploring the Relationships among Experiential marketing、 Brand Attitude、Brand Image and Brand Equity". Thesis, 2015. http://ndltd.ncl.edu.tw/handle/btnj6j.

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碩士
臺北市立大學
休閒運動管理學系碩士班
103
There’s a significant growth in popularity of road running in Taiwan, and many companies are holding or sponsoring road running events. The North Face (hereafter, TNF), a world famous outdoor sports brand, extends the scope of running beyond road running by introducing cross-country running to the Taiwanese runners. TNF not only organizes cross-country races but also holds designated training events – an application of experiential marketing to cultivate strong relationship with its potential consumers. As the number of sport participants increases, the need for sporting products and the value of sports industry grow simultaneously. Aiming to effectively communicate with consumers, sports brands adopt various marketing strategies, one of which is experiential marketing. Through experiential marketing, the brand offers unique and profound experiences to its customers and creates strong differentiation from its competitors, eventually allowing the brand to enjoy pricing and competitive advantage. This study intend to investigate whether TNF’s experiential marketing program influences participants’ brand attitude, perceived brand image and perceived brand equity of TNF. Questionnaires were distributed to the consumers of the ―TNF Go Out Club‖. 116 questionnaires were distributed and 101 questionnaires were recovered with a response rate of 87%. Data was analyzed by descriptive statistics, canonical analysis and path analysis. The key findings are as follows: (a) perception of experiential marketing, brand attitude, perceived brand image and perceived brand equity positively correlate with each other; (b) perception of experiential marketing increases perceived brand equity through enhanced brand attitude; (c) perception of experiential marketing also alters perceived brand image through strengthened brand attitude. The results suggest that TNF experiential marketing programs should focus on developing a holistic experience for the consumers. Such pleasant experiences could develop stronger brand preference and purchase intention. Furthermore, consumers who go through an enjoyable experiential marketing program also show higher willingness to buy afterwards.

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12

Maravelakis, Irene. "The effect of advertising repetitions and brand share on recall, attitudes, attitude confidence, attitude accessibility, and the attitude-behaviour relationship". Thesis, 1995. http://spectrum.library.concordia.ca/5001/1/MM05114.pdf.

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HUANG, YU-LING, i 黃郁玲. "The Effects of Congruence between Endorser's Nationality and Country of Brand on Brand Attitude and Advertising Attitude". Thesis, 2015. http://ndltd.ncl.edu.tw/handle/32143218928833867157.

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碩士
中國文化大學
國際企業管理學系碩士在職專班
103
In the diverse and globalized environment, using advertising endorser for brand’s exposure and promotion of marketing has been a very popular method. Choosing an appropriate advertising endorser for the brand not only improves the image, but also brings a lot of positive effects to the advertisements. Under the current international market, the interactions between countries become easier. Advertising endorsers are not confined to the local, culture of each country is different, so choose the different nationalities endorsers have different advertising effectiveness, and produce different attitude. This study to investigate the effects of congruence between endorser's nationality and country of brand on attitude toward the brand and attitude toward the advertising. Using the congruence theory to explain when the congruence between endorser's nationality and country of brand, it will get the positive attitude. In this study, it is researched by laboratory experiment. With the frames of endorser's nationality are America and France, as well as country of brand are America and France to manipulate the congruence of country of origin between endorser and brand, and measure the experimenter’s brand attitude and advertising attitude. The findings suggest that advertisers can achieve the positive attitude of brand and advertising through the strategy of congruence between endorser's nationality and country of brand.

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Kao, Yu-Ling, i 高毓伶. "The Effect of Brand Image and Brand Attitude on Customer Satisfaction and Brand Loyalty". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/a468ht.

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碩士
淡江大學
國際貿易學系國際企業學碩士班
94
Abstract： Brand image is all about customer’s perceptions of the brand and everything aroused about the brand for consumers. The brand image management is not only a critical part of a company’s marketing issues, but also is regarded by the experts and scholars as the key to product success. So, if can be found out that consumer''s view of brand image. To understand consumer''s attitude toward brand, the satisfaction and loyalty to the brand in their mind, will help enterprises conduct their brand and to develop brand strategy. As mentioned above, by using the sports shoes products and to investigate the influence of the relation among brand image, brand attitude, customer satisfaction and brand loyalty are the purpose of this research. This research investigates the brand image of different brands of sports shoes in Taiwan, which a survey is conducted. The data collected has been carried out through the questionnaire from the undergraduate Tamkang University students by using “stratified random sampling and proportion allocation method.” The tods used for further examination are descriptive statistics, reliability test and LISREL. The major findings of this study are as follows: 1. There are significant positive effect of construction of brand image on brand attitude, among them with the influence of the functional brand image the most, secondly it is experiential brand image, for the symbolic brand image finally. 2. There is a significant positive effect of brand attitude on customer satisfaction. 3. There is a significant positive effect of brand attitude on brand loyalty.

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Huang, Chia-Chun, i 黃家均. "The Effect of Brand Image, Brand Awareness and Cartoon Celebrities on Consumers’ Brand Attitude". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/93913755386032850433.

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碩士
輔仁大學
織品服裝學系
100
The main purpose of our study is to explore the effect of brand Image (functional image & prestige image) , brand awareness (high & low) and cartoon celebrities (Cartoon endorsement & Spokes-character) on consumers’ brand attitude. The above was forming 2x2x2 between subject factorial designs. The result indicates as following. 1. Brand Image on consumers’ Brand Attitude does not have significant differences. 2. Brand Awareness on consumers’ Brand Attitude do have significant differences. 3. Cartoon Celebrities on consumers’ Brand Attitude does have significant differences. 4. Brand Image and cartoon celebrities on consumers’ Brand Attitude, if brand with prestige image does not have significant differences on affective and cognitive brand attitude, and the rest are with significant differences. 5. Brand Awareness and Cartoon Celebrities on consumers’ Brand Attitude does have significant differences.

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CHANG, SHIH-CHI, i 張絲祺. "The Effects of Brand Attitude and Brand Attachment on Brand Equity—Rebranding as Moderators". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/369pt8.

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碩士
朝陽科技大學
企業管理系
106
Brand aging has always been a problem that many companies face in their operations.Companies must find the way to re-attract consumers through rebranding. This research focuses on the influence of the post-rebranding attitude and attachment to the initial brand on the post-rebranding perceived quality and brand loyalty by two different rebranding strategies. The research object is Who 's tea PLUS consumers which represent the research object of evolutionary rebranding strategy, and Lihpao Land consumers which represent revolutionary rebranding strategy. This study adopts a convenient sampling method, and was made through questionnaire. A total of 307 valid questionnaires were distributed in Who 's tea PLUS, and 330 valid questionnaires were distributed in Lihpao Land. The hypothesis was examined by the Structural Equation Model. The findings are summarized as follow: 1.The post-rebranding attitude positively influence the post-rebranding perceived quality and brand loyalty. The better the consumer's attitude towards rebranding, the more the perceived quality and brand loyalty can be effectively transferred to the post-rebranding brand. And Who 's tea PLUS has a more significant impact than Lihpao Land. 2.Attachment to the initial brand positively influence the post-rebranding perceived quality. 3.After rebranding, the higher the perceived quality, the more the brand loyalty.

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Chiu, Wei-Chen, i 邱瑋珍. "The effects of brand image and brand attitude on purchase intention". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/17306693947869533497.

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碩士
淡江大學
國際貿易學系國際企業學碩士班
94
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.

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Reik, Paola. "The Influence of Packaging Sustainability on Brand Experience and Brand Attitude". Master's thesis, 2021. http://hdl.handle.net/10400.26/37223.

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In the past years, consumers have unarguably become more environmentally conscious. With the packaging industry being the main generator of plastic waste globally, companies must seek ways to respond to the current trends and make packaging more sustainable. Thus, it is crucial for companies to know how the use of sustainable packaging affects their brand, being able to implement sustainable packaging in a way that creates value for brands and consumers. Therefore, the objective of this study is to analyze is how packaging sustainability can influence consumer’s perceptions and evaluations of a brand. More specifically, this study intends to understand if the use of sustainable packaging leads to the perception of a more experiential brand and to a more favorable brand attitude when compared to conventional packaging. Furthermore, the possible mediating role of sensory perception of the packaging is analyzed, suggesting a strategic use of sensory marketing and sustainable packaging to convey perceptions about the brand. The study is conducted with two different product categories, to determine if results differ for product categories considered more hedonic or more utilitarian. In the present investigation the quantitative methodology is used, namely the experimental method, with the elaboration of online questionnaires as an instrument of data collection. The results show that sustainable packaging leads to higher brand experience and more favorable brand attitude than conventional packaging and that those relationships are mediated by the sensory perception of the packaging. The moderation effect of product category was shown to be not significant. The theoretical and practical implications of this research as well as suggestions for future research are discussed.

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HSU, FU-MIEN, i 許芙綿. "Discussion Brand Attitude, Brand Relationship and Brand Loyalty Associated Mode - with Sports Brand Case as an Example". Thesis, 2015. http://ndltd.ncl.edu.tw/handle/87t6m4.

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碩士
國立屏東大學
國際貿易學系碩士班
103
In recent years more and more popular sports atmosphere, so that the competition for sports brand becomes more competitive. There are many factors that can affect consumer’s choice, such as: product, brand attitude, brand relationship, brand loyalty, and so on. In our study, the general public as an object, using questionnaires, and we useSPSS and AMOS as a statistical software, the data collected to reliability and validity analysis, structural pattern analysis, Pearson correlation analysis, T test and analysis of variance, regression analysis and other statistical methods to test, explore brand attitude, brand affinity and loyalty of the relationship will be mentioned.

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Pyang, Huang Sheau, i 黃小屏. "A Study of The International Brand on Athletic Shoes Brand rsonality, Brand Awareness and Brand Attitude Effects". Thesis, 2006. http://ndltd.ncl.edu.tw/handle/69417179820063291694.

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碩士
大葉大學
國際企業管理學系碩士在職專班
94
ABSTRACT Due to prosperous developments of the domestic sports and recreation industry in recent years, there has been increased demand for sports consumables. The main objective of this study is to conduct discussions on how brand personality and brand awareness influence brand attitude in world-famous sports shoes. Randomly selected consumers who favor and regularly purchasing famous international branded sports shoes in central Taiwan have been chosen as study subjects in this study. A total number of 270 samples have been distributed and 250 valid questionnaires have been returned. The rate of valid retrieval is 92.59%. Through statistical methods such as descriptive statistical analysis, credibility analysis, regression analysis, and case studies, the following results have been drawn: 1. Brand personality is positively related to brand awareness. 2. Brand personality is positively related to brand attitude. 3. Brand personality and brand awareness are positively related to brand attitude. It is expected that the analytic results obtained in this study will ensure enterprise emphasis on brand personality and brand awareness so that a positive consumer attitude toward “brand” can be achieved.

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Li, Yi-Wen, i 黎意文. "Free Sample’s Brand Awareness and Trying usage toward Brand Congition, Brand Attitude and Purchase Intention". Thesis, 2007. http://ndltd.ncl.edu.tw/handle/72480173561046599187.

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碩士
國立高雄應用科技大學
商務經營研究所
95
This study discussed about the free samples of Non-price promotion. Brand awareness toward trying and usage toward trying are the independent variables; Word-of-Mouth (WOM) is a moderator variable. And analyzed whether these factors affect the Brand Cognition, Brand Attitude and Purchase Intention or not. In this thesis, the Nested Factor Design manipulates the three independent variables of brand awareness, sample size, and WOM effects. This research cooperated with Shiseido Company and Shen Hsiang Tang Company, obtained cleaning foam samples of two companies. Using female students in the southern university as the target and send at random. Get in touch after trying one week later. Findings suggest that no matter the brand awareness toward trying is high or low, it affected the consumer attitude. And the usage toward trying didn’t affect the consumer attitude. Trough the positively WOM, high brand awareness and usage toward trying affect consumer attitude. And if consumer had past purchase experience, it affect consumer attitude.

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Lin, Kuan-Yu, i 林冠佑. "The Congruence of Consumer Self-Concept and Brand Image on Brand Attitude and Brand Satisfaction". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/90234692168462970426.

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碩士
銘傳大學
國際企業學系碩士班
98
The Congruence of Consumer Self-Concept and Brand Image on Brand Attitude and Brand Satisfaction Student: Kuang-You Lin Advisor: Hsiu-Li Chen, Ph. D. Abstract According to consumer behavior theory, individual behaviors are often affected by the external environmental characteristics of experience along with similar impact of their self concept. On the other hand, consumers tend to have their own judgmental perspective of products and brands, thus as the symbol of a product or brand and a consumer’s self concept reaches a self similarity level, In order to acquire an improvement of Self enhancement and the self sustaining of Self- Maintenance, a purchasing behavior will therefore appear (Rogers, 1965). With this said, we propose the purpose of this study to be: (1) To explore if the concept of consumer self consistency and brand image will have an affects toward the attitude of consumer’s toward sporting brands. (2) To explore if self concept and brand image will have an affect on the attitude of consumer’s toward sporting brands leading thus affecting the purchasing behavior of consumers toward sporting brands. (3) To explore if the satisfaction of brand will be affected by consumer’s purchasing behavior (consider purchase of goods being consistent with image). (4) To explore if brand flexibility will be disrupted by the positive influence of consumer’s brand attitude. (5) To explore if consumer’s self concept will thus be strengthen if consumer reaches a level of satisfaction toward sporting brands, resulting the increase in sporting brand recognition by consumers. In this study, LISREL technique was used to study the self concept and brand image self similarity level toward brand attitudes, purchase behaviors and brand satisfaction. Empirically, we facilitated sampling questionnaires and set “used shoes” and the “general public” as our test objectives. The empirical analyses of major findings are: (1) Consistency of consumer self concept and brand image does not show a positive significance toward brand attitudes. (2) Consistency of consumer’s actual self concept and brand image shows a significant positive affect toward brand attitude. (3) Having a positive attitude toward a brand will thus allocate consumer’s purchasing behavior and lead consumers in the direction of a purchasing behavior toward a personal style. (4) Brand satisfaction is higher when there is a consistency of consumer’s expectation before purchase and usage of the product after purchase, along with the expectation of a personal style. (5) When a consistency reaches between a consumer’s self concept and brand image, it does not show a positive effect on brand attitudes, furthermore it also does not show a purchasing behavior. (6) When a consistency reaches between a consumer’s actual self concept and brand image, a positive brand attitude is shown toward sporting brands, thus constructing purchasing behavior. (7) The more satisfaction a consumer shows toward a brand, the more consistent the actual self concept and brand image shows. (8) Brand flexibility strengthens the positive relationship of brand attitudes toward purchasing behaviors. Keywords: Self-Concept consistency, Brand Attitude, Purchasing Behaviors, Brand Satisfaction

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Cheng, Yi-Chen, i 鄭伊真. "The relationship between brand attitude and brand responses: The mediating role of emotional brand attachment". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/03436243282729490303.

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Streszczenie:

碩士
中國文化大學
國際貿易學系
100
The main purpose of this study is to explore and examine the relationship among brand attitude, emotional attachment, brand loyalty, and price premium. The study used survey to collect data provided by a sample of regular consumers in Taiwan Area. The focus group selected 24 brands out from 9 categories. The study show one brand in each questionnaire and therefore employ total 24 version questionnaires. Every 35 respondents answered one version questionnaire. The data provided by a useful sample of 655 consumers (the effective response rate was 77.98%). The results revealed that brand attitude positively influences brand loyalty and emotional brand attachment; emotional brand attachment affects brand loyalty and price premium positively. In addition, emotional brand attachment mediates the relationship between brand attitude and brand loyalty and price premium respectively. We discuss implications for theory and practices, and suggestions for the further study.

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Hsiao, Yu-Shu, i 蕭玉舒. "The Influence of Fast Fashion Brand on Website:The Relation of Brand Personality and Brand Attitude". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/c59z8f.

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碩士
大同大學
媒體設計學系(所)
107
These years, “Fast Fashion” has become more and more common and popular all over the world. Through internet shopping，you can just shop all you want and get any fashionable clothes you like without even stepping out of your house! Fast fashion brands target young people’s ability of consuming, and quickly bring up the trendiest fashion elements. And with an affordable price, they built up what is called “Fashion that is affordable to everyone”, which accelerates consumers’ impulse purchases. In order to understand consumers’ image perception to the brand personalities that clothing websites have made, this research takes fast fashion brand websites as the research object, we would like to explore the consumer's perceptions of the brand personalities of fast fashion brand websites. According to the analysis of consumer opinion results，most of the fast fashion clothing websites are mainly composed of four elements, which are: “Sweet and Pinkish”, “Eye-catching and Colorful”,“Professional and Textured”and“Common Life”. And these four main constructs can also be divided into 17 personality images. On the other hand, about their brand attitudes, are usually composed of “Brand Emotions and Purchase Intentions” and “Brand Recognitions”,which can also be divided into 17 attitude evaluations. According to the multiple regression analysis, when a fast fashion brand website’s personality image tends to be more “Sweet and Pinkish”, “Eye-catching and Colorful”, and more close to “Common Life”, it can truly affect a consumer’s “Brand Emotion and Purchase Intention” and “Brand Recognition”. And among these, the “Professional and Textured” image can have the greatest influence. The reason is, clothing with that kind of image, has the ability to bring out a sense of an urban woman. The colors are usually simpler, and may be easier to match with. And this result shows that most of the consumers prefer to be more pragmatic. This kind of personality image of clothing can be suitable for a variety of different occasions. It can be both decent and neat. Because of this, it ‘s very popular with consumers, and is able to create a very high brand attitude evaluation. What’s more special is that,the“Sweet and Pinkish”image is not significantly influential to“Brand Emotions and Purchase Intentions”and“Brand Recognitions”. This result shows that, when young women in Taiwan see the“Sweet and Pinkish”image, Pink-Based clothing may just pop up in their minds right away, which seems to be more dreamy and childish clothes to them. Therefore, the age group that is willing to buy this kind of apparel will be relatively limited, too. So, to most women, clothes with this kind of image are not so appealing to them. Furthermore, Asian countries compared with Western countries, are more conservative. There are more concerns when buying clothes. Therefore, the results of this study can be a benchmark to compare and analyze. This will be able to provide academic communities and brand managers to correspond to more marketing strategies, and can also be an important reference for the shaping of the brand personality of the fast fashion industry in the future.

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25

Lin, Yin-Hua, i 林吟樺. "Aesthetic Marketing，Aesthetic Experience and Brand Attitude". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/27036198705570990363.

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碩士
中國文化大學
企業實務管理數位學習碩士在職專班
100
This study is to explore the relationship between the aesthetic marketing, aesthetic experience and brand attitude, by reference to the literature and logical reasoning that has considerable influence in each other. In this study, through the facilitating questionnaires, let the consumers of home accessories retailer of IKEA, HOLA, MUJI and Working House to help replying it. Is-sued a total of 450 questionnaires, a total of 423 valid questionnaires through hierarchi-cal regression analyze. In this study I found that under the controlled variables such as age, disposable income, the aesthetics of style, sensibility, innovative marketing and brand attitude positively correlated；Formally, expression, symbolic aesthetic experience, aesthetic marketing and brand attitude were positively correlated. Also it had a partial mediating effect. Therefore, to create consumer a positive brand attitude and aesthetic of the con-sumed experience, it can provide appropriate marketing strategies for different products and services, to create the wonderful experience, and stimulate the performance of the industries. In addition to explain the results also put the forward practical managerial meaning and future researches, and hope that this study will provides a reference for the industry as a marketing strategy and management.

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26

Cheng, Chien-Ju, i 鄭倩茹. "The Influence of Brand Experience on Brand Loyalty-The Attitude as Mediators". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/24544072067908466697.

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碩士
實踐大學
企業管理學系碩士班
98
Due to the circumstance of fierce competition, the difficulty of products differentiation and a massive number of choices for consumers in the market, providing perfect products is not good enough to satisfy consumers. Firms should focus on the needs and wants of their customers, and satisfy them with good communications. Consequently, the significantly essential issue of getting involved the market is that creating a holistic brand experiences to the customers. We should offer strategies which can touch customers’ emotions, stimulate their attention, let them can experience our company's brand recognition through life experiences, and then highlight our brand significant competitive advantages. In that case, consumers can not only distinguish us from our competitors but also influence their brand attitude on brand loyalty. Attitude is the result of information experiences and an important factor in human behavior. Attitude is indication, and the decision of behavior. Attitude is trend-following behavior in human psychology, behavior is concrete manifestation of attitude. Therefore, during this research will integrate attitude, the brand experience and the brand loyalty relations. The study includes the consumers’ attitude and probes the relationship brand experience and brand loyalty. The study mainly probes the relationship brand experience and brand loyalty. The research subjects are the consumers in IKEA, and two research methods, paper questionnaires network questionnaires. The total questionnaires are 405. The paper questionnaires effective rates are 92%, the network questionnaires effective rates are 91.70%. The findings are:(1) sense experience positively impacts attitude;(2) feeling experience positively impacts attitude;(3) thinking experience positively impacts attitude;(4) Acting experience positively impacts attitude;(5) relevance experience positively impacts attitude;(6) attitude positively impacts brand loyalty;(7) attitude has a mediation effect on sense experience and brand loyalty;(8) attitude has a mediation effect on feeling experience and brand loyalty;(9) attitude has a mediation effect on thinking experience and brand loyalty;(10) attitude has a mediation effect on acting experience and brand loyalty;(11) attitude has a mediation effect on relevance experience and brand loyalty.

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27

Bien, Kuang-hsiang, i 卞廣祥. "The Sneakers’ Brand Image、Brand Attitude and Conformity Behavior on Consumer Behavior". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/42668709600553974054.

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碩士
國立雲林科技大學
休閒運動研究所碩士班
101
Taiwan’s economic growth rapidly, and industry competition is becoming increasing fierce. Therefore, how stand out in competition, innovation of enterprises in addition to the products, services, companies need to create their own brand image, can only take this good brand attitude in the minds of consumers, brands has become a key buying factors for consumers. But if consumers have conformity, they will change their consumer behavior or not. In view of this, this study will sneakers brands’ brand image brand attitude of giving consumers, whether the survey would influence consumer behavior intention. The study is targeted at buying sneakers of basketball participants in Yunlin area(Douliu, Huwei, Lunbei), conducted a questionnaire survey for convenience sampling. Study on the total 270 questionnaires questionnaires effectively 257, effective rate for 95.2%. Results found: (1)Consumers to be male, career mostly to the students, monthly income is mostly $5,000 to $10,000, participation time is mostly over a year, the price of the sneakers are mostly $2,001 to $3,000 (2)The brand image of the sneakers basketball participants buy will effect behavior intention. (3)The brand attitude of the sneakers basketball participants buy will effect behavior intention. (4)Conformity of the sneakers basketball participants buy will effect behavior intention.

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28

王苡暄. "The Impact of Brand Attachment and Brand Image on Brand Attitude- Exploring the Moderating Roles of Brand Jealousy and Brand Positioning". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/j9sv36.

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碩士
國立嘉義大學
行銷與觀光管理學系研究所
107
In this study, we took the beauty makeup as the research background, and explored the feelings and cognition that brought to consumers by the differences in lipstick brands. The study investigated how Brand Attachment and Brand Image would impact Brand Attitude, and if Brand Jealousy and Brand Positioning would interfere with the relationship between the above variables. We developed a 2(Brand Jealousy:High Brand Jealousy / Low Brand Jealousy)by 2(Brand Positioning:Counter type / Open- Shelf type)between-subjects design to explore the impact of Brand Attachment and Brand Image on Brand Attitude in four scenarios. In the study, we used the online questionnaire survey method. After collecting 444 valid questionnaires, we used the statistics software, SPSS for Mac 25.0 as an analyzing tool to verify the hypothesis of this research. The main results of this study were as follows:(1)Brand Attachment had a positive impact on Brand Attitude ;(2) Brand Image had a positive impact on Brand Attitude ;(3)Brand Jealousy had an interference effect on the relationship between Brand Image and Brand Attitude, compared with low Brand Jealousy, high Brand Jealousy had a significant impact on Brand Image and Brand Attitude ;(4)Brand Positioning had an interference effect on the relationship between Brand Attachment and Brand Attitude, compared with counter type, open-shelf type had a significant impact on Brand Attachment and Brand Attitude ;(5)Brand Positioning had an interference effect on the relationship between Brand Image and Brand Attitude, compared with counter type, open-shelf type had a significant impact on Brand Image and Brand Attitude.

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29

林建文. "The Influence of The Original Brand Attitude, Perceived Fit, and Sales Promotion on Customers'' Brand Attitudes and Purchase Intentions of The Brand Extensions". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/87330610607068499908.

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碩士
實踐大學
企業管理研究所
92
In the twenty-one century, more and more products are produced to let customers choose. In order to save money, companies usually use the strategy of brand extensions. A successful brand extension can make benefits for both the original brand and the new product. There are more and more companies using the brand extension strategy when they launch new products. This research examined the influence of the original brand attitude, perceived fit, and sales promotion on customers’ brand attitudes and purchase intentions of the brand extensions. This research used experimental design of 2x2x3 to collect data and to validate the proposed conceptual framework. Results of this research indicate that: (1) The original brand attitude positively affects customers’ brand attitudes and purchase intentions of the brand extensions. (2) The different ways of sales promotions don’t make any significant difference statistically. (3) The interaction of the original brand attitude and sales promotion doesn’t positively affect customers’ brand attitudes and purchase intentions of the brand extensions. (4) The perceived fit is a significant moderator when sales promotion affects customers’ brand attitudes and purchase intentions of the brand extensions. (5) The perceived fit makes a positive influence on customers’ brand attitudes and purchase intentions of the brand extensions.

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30

Hsiao, Wei-Hung, i 蕭衛鴻. "Understanding attitude of advergame, attitude of brand, and purchase intention: Brand placement, individual psychological state, and media content perspectives". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/21961218704807491382.

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博士
國立中正大學
資訊管理學系暨研究所
101
While issues regarding advergaming have captured the interest and attention of both practitioners and academics, in practice success stories of persuading people to buy branded products or services due their promotion in such games are rare. A better understanding of the consumer’s purchase intentions can provide insights into failed advergame campaigns, and help to improve the implementation of future ones. Therefore, it is important to examine the underlying drivers of purchase intention with regard to advergaming. The present study is based on Lavidge and Steiner’ hierarchy of effects theory, and proposes a novel research model to define a relationship structure among the key drivers (i.e., brand placement, individual psychological state, and media content perspectives), and attitude toward the advergame, attitude toward the brand, and purchase intention. We conducted an empirical study consisting of an online survey of 522 consumers who had experience of advergaming. The results show that brand-game fit, brand prominence, involvement, entertainment value, and advergame quality were found to be five key antecedents of attitude toward the advergame. Both attitude toward the advergame and attitude toward the brand were found to be two important mediator variables of purchase intention. In addition, purchase incentives have a moderating effect in this study. Implications for marketers and scholars are further discussed.

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31

Weng, Ha Leong. "The Influence of Music on Attitude toward the Advertisement and Brand Attitude". 2005. http://www.cetd.com.tw/ec/thesisdetail.aspx?etdun=U0001-2507200521575900.

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32

Leong, Weng Ha, i 梁穎霞. "The Influence of Music on Attitude toward the Advertisement and Brand Attitude". Thesis, 2005. http://ndltd.ncl.edu.tw/handle/79786992007340527685.

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碩士
國立臺灣大學
國際企業學研究所
93
In the society with overflowing information nowadays, building a good impression in consumers’ mind is an important issue. Enterprises are generally “over-advertised”. In reality, consumers do not clearly know which enterprises the sponsors are. In order to build a good and deep impression in consumers’ mind among so many advertisements, the content and presentation of the advertisement would be very important, and the first thing to do is to attract consumers’ attention. Hecker’s (1984) proposes that music may contribute to message reception by attracting and holding attention. Besides, in Holbrook and Schindler’s (1989), it is mentioned that atmospheric music is most effective when it matches the preferences of the target customer demographic. This implies that music is an element which we can control in an ad to alter the reaction of consumers. In this research, we examine how the reactions of audience’s attitude toward the ad and brand attitude are influenced under different conditions of the music which we manipulate in this research. A 2 (music with lyrics vs. absolute music without lyrics) ×2 (tailor-made ad music vs. non-tailor-made music) experimental design is used to incorporate the moderating effect. 284 samples are analyzed with LISREL, and we have the following findings: 1.The more positive the music evaluation is, the more positively the emotion is induced. 2.The more positive the music evaluation is, the more attention to the music is generated. 3.The more positive the music evaluation is, the more positively the attitude toward the advertisement (Aad) is affected. 4.The greater the music-message congruency, the more positive the emotion would be generated. 5.Music-message congruency has no effect on attention to the music. 6.The greater the music-message congruency, the more positive the attitude toward the ad would be generated. 7.The higher the indexicality (the ability and the extent to which music wakes up emotion-laden memories), the more positively the emotion is induced. 8.The higher the indexicality, the higher the attention to the music is. 9.The more positive the emotion is, the more positive the attitude toward the ad (Aad) would be. 10.The higher the attention to the music, the more positive the attitude toward the ad would be. 11.The more positive attitude toward the ad (Aad), the more positive the brand attitude (AB) would be. 12.The impact of indexicality to positive emotional response is positively moderated by the condition of “with lyrics”.

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33

林志明. "The infiwence of Green Food on Brand Identity Brand Attitude, Brand Loyalty and Consumers Purchase Intention". Thesis, 2016. http://ndltd.ncl.edu.tw/handle/98741946778506681391.

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34

Huang, Lang-kwei, i 黃蘭貴. "Impact of consistency between brand image, involvement and brand extension on brand attitude - A case of Giant brand extension". Thesis, 2008. http://ndltd.ncl.edu.tw/handle/3956ue.

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碩士
國立中山大學
企業管理學系研究所
96
“Giant” is the study case of this research, which attempts to establish what influences consumers’ attitude to brand extension and brand attitude when Giant promoted extension of its brand. The study also investigated the influence of brand image and product involvement on attitude to brand extension. The methodology of the study includes in-depth interview and questionnaire survey. Consumers with high and low levels of product involvement were interviewed. An understanding of their perspective on brand image was gained. Interviewers’ free thoughts of potential brand extensions were gathered. These were used in the brand extension items of the questionnaire. It is found from the study, with respect to the influence of brand image on product and service extension, functional brand image bears significant influence on product and service extension. In other words, consumers have positive responses to functional product (the bike and personal gear) and service (bike repair, assembly tuitions and exercise courses) extensions. Secondly, high and low consistencies both bear significant influence on the service extension. Consumers have the greatest response to highly consistent service extension (bike repair, assembly tuitions and exercise courses). Consumer response to low consistent service extension (bank and insurance) is the lowest. Furthermore, with respect to the influence of involvement in high and low consistent service extension, those with high involvement have significant influence on high consistency service extension (bike repair, assembly tuitions and exercise courses). The level of involvement has not significant influence on product extension and low consistency. With respect to the influence of involvement on brand image, those with high involvement has more positive response on functional, symbolic and experience brand image.

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35

Wu, Chao-Hsien, i 吳昭賢. "A Study of the Relationships among Self-Congruity, Brand Attitude, and Brand Loyalty". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/07633389747269737290.

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碩士
朝陽科技大學
企業管理系碩士班
95
In general, if an enterprise intends to build a popular brand, it should firstly make reasonable efforts to realize what consumers want, and further embeds their needs in the core of brand. Therefore, understanding the self-concept of customer is one of the most important issues for an enterprise to build the core value of its brand, which is why this study focuses on this topic. According to the related literature reviews, this study constructs a path analytical model to test the relationships among the congruence between customer’s self-concept and brand image, the congruence between customer’s self-concept and brand personality, brand attitude, and brand loyalty. The questionnaire survey was conducted to collect data needed from the customers in Taichung, and the questionnaire survey was conducted from November 15, 2006 to December 31, 2006. A total of 280 questionnaires were sampled, 238 responses were deemed usable for the analyses, and an 85% usable response rate. This study tested the hypothesized relationships among all constructs of the contingency model by using the path analysis with the statistics techniques of multiple regression analyses to estimate the path coefficients of all related paths. The main research results are summarized as follows. Synthetically speaking, the results from this study indicate that the effects of the congruence between customer’s self-concept and brand image on brand loyalty is mediated by brand attitude, further, the effects of the congruence between customer’s self-concept and brand personality on brand loyalty is also mediated by brand attitude. Finally, this study proposes relevant implications and suggestions for practitioners and future researchers.

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36

EVGENII, BELENOK, i 白尤金. "The Influences of Self-Concept, Opinion Leader on Brand Attitude and Brand Identity". Thesis, 2017. http://ndltd.ncl.edu.tw/handle/90168754504647563246.

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碩士
銘傳大學
企業管理學系
105
The concepts of self and opinion leadership are getting more and more popular in the marketing field. The aim of this study is to examine how the self-concept, opinion leadership and attitude towards brand affect the brand identity. The sport shoes brands were chosen for the research. The data for the research was collected from the Taiwanese respondents. The final respondents of this research composed of 221 respondents. The respondents answered the questions that measured their self-concept, opinion leadership and attitude. This study uses the LISREL technique for running the data. This research found that (i) self-congruity has a significantly positive effect on the brand attitude toward the brand. (ii) Consumers’ opinion leadership has a significantly positive effect on the brand attitude toward the brand. (iii) Brand attitude has a significantly positive effect on the brand identity.

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37

Chen, Pao-Chuan, i 陳寶川. "The Effects of Brand Story , Brand Attitude , and Perceived Value on Purchasing Intention". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/56867427711217857095.

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碩士
大葉大學
管理學院碩士在職專班
103
This study aims to explore the relationship of brand story, brand attitude, perceived value and purchase intention: It investigates the effect of brand story on brand attitude; the effect of brand attitudes on perceived value; the effect of perceived value on purchase intention; and the mediating effects of perceived value on the relationship between brand attitude and purchase intention. The empirical results showed that: (1) Brand story has a positive impact on brand attitude; (2)Brand attitude has a positive impact on perceived value; (3) Perceived value has a positive impact on purchase intention; (4) Perceived value mediates the relationship between brand attitude and purchase intention

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38

Chang, Sen-Mei, i 張森美. "A Study on Factors Affecting Brand Identity of Online Shopping:Mediating by Brand Attitude". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/50147786389128594434.

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碩士
銘傳大學
國際企業學系碩士在職專班
98
Online shopping is a result of information science and technology evolution which relates to multiple and different research subjects. This study combines Technology Acceptance Mode, Internet Service Quality, Perceived Risk toevaluate and understand the consumers’ behavior on the internet. In accordance with the above discussion, the main purposes of this study are: (1) If consumer’s technology acceptance factor has positive relationship? (2) If consumer’s internet service quality has positive relationship? (3) If consumer’s perceived risk has negative relationship? (4) If consumer’s brand attitude has effects on brand identity of internet shopping? (5) If consumer’s brand attitude has impact on their customer satisfaction, and through the customer satisfaction to influence brand identity of internet shopping? The hypothese of the research was tested by LISREL technique. The target product of the research is the internet shopping. The research used convenience sampling to gather the data. From a total of 437 respondents, 431 questionnaires were validated (98.62%). The results show that: (1) The technology acceptance factor is related positively toward the brand attitude. (2) The internet service quality is related positively toward the brand attitude. (3) The perceived risk is related negatively toward the brnad attitude. (4) The consumer’s brand attitude toward online shopping is related positively toward the brand identity. (5) Brand attitude toward customer satisfaction played a significantly mediating role to influence brand identity of internet shopping.

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39

Hiep, Dinh Manh. "THE EFFECTS OF CRS INITIATIVES TOWARD BRAND ATTITUDE, BRAND IMAGE AND PURCHASE INTENTION". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/07929308748181410816.

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碩士
逢甲大學
國際經營管理碩士學位學程
102
ABSTRACT Over 40 years, the issue of corporate social responsibility (CSR) has received the increasing attention of the world. As a consequent, this topic has been continuously and intensively researched and debated. Nowadays, it is clear that businesses are required to widen their responsibilities towards society more than ever before in order to serve a broader range of human values. Business entities are asked to contribute more to the quality of society than merely supplying goods and services. Regarding to the term of CSR, the practice of CSR has varied over time and by organizations, ranging from simplex to complex. Generally, it’s common to observe the diversity of CSR related activities, including philanthropy, sponsorship, caused-related marketing, whilst relatively little is known about the course of action by which business enterprises took to address environmental concerns. This study investigates the effect of business enterprise’s CSR initiatives, pertaining to environmental awareness, brand attitude and brand image, and the influences of brand attitude and brand image toward consumer’s purchase intention. Based on the analysed results from the survey conducted, this study reveals that successfulness in environmental positioning can benefit enterprises and result in a favorable brand image and a positive brand attitude. From a consumer’s point of views, those lead to a higher level of consumer’s purchase intention.

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40

CHUAN-CHUNG, WANG, i 王傳中. "A Study on the Effects among Brand attachment, Brand attitude, Brand promise, and Brand loyalty- A Case Study of iPhone". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/84945859244047706582.

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碩士
南台科技大學
行銷與流通管理系
100
Cell phones have gone into the era of smart phones in the recent years, which changed the original pattern of phone market. iPhone has entered the market in July, 2007, and also has subverted the pattern of phone market in quite a few years. Nowadays, smart phones have been all over the world, and cell phones aren’t only phones that we can carry around, but also a small sized computer that we can carry with us. Users can also download the software they need to build their very own cell phone function. The appearance of iPhone has also changed the consumption patterns of customers, for iPhone has become a trend of fashion. This research has draft its research structure after inferring relevant references. Therefore, this research is going to confer the entire connection between brand attachment, brand attitude, brand promise, and brand loyalty of iPhone. Questionnaire survey has been used in this research, mainly aimed at users of “iPhone” as object of study. 400 questionnaires were totally given out, and 360 of them were recovered. After excluding the invalid questionnaires, there were 339 questionnaires recovered, thus, there is a 94.2% of effective rate. After recovering the questionnaires, we use the statistics software, SPSS 12.0, as an analyzing tool, running factor analysis, reliability and validity analysis, correlation analysis and regression analysis respectively to verify the hypothesis of this research. After verifying the result of this research, the brand attachment, brand attitude, brand promise, and brand loyalty all have a positive impact.

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41

Kuo, Yi Jean, i 郭怡君. "Blog effects on brand attitude and purchase intention". Thesis, 2007. http://ndltd.ncl.edu.tw/handle/12311836489457488291.

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碩士
元智大學
企業管理學系
95
The discussion on blog issues is getting more and more popular. The marketers begin to put focus on the effects of blog. There have few academic literatures to explain how the blog marketing influences the consumers and what crucial elements included in blog marketing. This research attempts to investigate the effects of blog marketing on brand attitude and purchase intention. In addition, the elements of blog marketing also are identified as community identification, interpersonal trust, message exchange, and two-way communication. The relationships among variables are pictured on the fundamental research framework provided by this study. For the sake of examining the main effect of this framework, the data were collected via an online questionnaire and 727 samples available were collected in the end. The data were analyzed utilizing AMOS 5.0. The empirical findings show that the blog marketing elements can impact on brand attitude positively except for community identification; additionally, these elements have indirect effect on purchase intention. Besides, the analysis result also verifies the moderating effects on the relationship between blog marketing elements respectively and brand attitude.

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42

Hsu, Tsung-Ta, i 許宗達. "The moderating effect of brand consciousness on the relationship between parent brand attitude and brand extension evaluation". Thesis, 2011. http://ndltd.ncl.edu.tw/handle/13740484692680148163.

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碩士
中國文化大學
國際企業管理學系
99
The study examined the relationship between parent brand attitude and brand ¬ extension evaluation, and examined the moderating effect of brand consciousness on the above mentioned relationship. The study used the experimental design including a pretest and final experiment. The purpose of pretest is to select core brands (high parent brand attitude/low parent brand attitude, high-awareness, moderate similarity). The outcome of pretest revealed that Uniqlo is the high attitude brand, and Hand Ten is the low attitude brand. The experimental design was 2(parent brand attitude, high/low) between-subjects factors × 2(brand consciousness, high/low) within-subjects factors design. Each experimental treatment of between-subjects factors design was assigned to 80 students. We used average scores of brand consciousness with plus/minus 0.5 standard error to divide into the high/low group of brand consciousness. The result showed that parent brand attitude was positively affect brand extension evaluation and comparing to consumers with lower brand consciousness, parent brand attitude more positively affects the brand extension evaluation for the consumers with the higher brand consciousness. This study discusses the implication for the theory and practices, and suggestions for the future study.

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43

CHI, CHUNG-HSING, i 吉中行. "Effects of Promotion Type on Brand Conative Attitude: the Moderating Role of Brand Image and Brand Loyalty". Thesis, 2003. http://ndltd.ncl.edu.tw/handle/29963965802088366930.

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碩士
元智大學
管理研究所
91
This research reconciles the debate that effects of price incentives are positive or negative in literatures. Our study suggests that when the brand image is prestige, price incentives would decrease the brand affect of high loyalty and no negative effect on the brand affect of low loyalty; in contrast, when the brand image isn’t prestige, price incentives would raise the brand affect of high loyalty. This conclusion proves the moderating role of brand image and brand loyalty on effects of price incentives. Besides a research on price incentives, this research contributes new insights to non-price incentives literatures, which are less paid attention. The conclusion of research on non-price incentives is that non-price incentives have more powerful influence on improving brand affect in the prestige brand; on the other side, price incentives have more powerful influence on inducing purchase intention in the non-prestige brand. This study also extends the research in Roehm et al. (2002) to brand loyalty and finds that when non-price incentives are associated to brand image, they could raise more brand affect in low loyal consumers than in high loyal ones. Finally, this research applies an experimental design to replicate the relationship between price incentives and purchase intention, which has almost proven in the panel data research in literatures. This relationship suggests that price incentives inducing more purchase intention than non-price incentives in the short term whatever brand image and brand loyalty are, and price incentives induce more purchase intention for low loyal consumers than for high loyal ones.

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44

Lin, Yu-Fan, i 林玉凡. "The study of the relationship amount green brand positioning, green brand knowledge, brand attitude and purchase intension". Thesis, 2007. http://ndltd.ncl.edu.tw/handle/92493706534470774537.

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碩士
樹德科技大學
經營管理研究所
95
Green marketing has been a large number of studies from its concept were advanced in 1976. Green brand is valued gradually. Take a comprehensive survey of the studies of green marketing, but few studies have focused specifically on green branding. Therefore, this study mainly reference study of Patrick et al. (2005). Examine the relationship amount green brand positioning, green brand knowledge, brand attitude and purchase intension. The study object is Toyota’s Prius of Hybrid Vehicles. This study adopts questionnaire survey on the scene and network issue. Obtain 432 valid samples totally. First, by Pearson correlation analysis finds that, green brand positioning has apparently positive correlation with green brand knowledge; green brand positioning has apparently positive correlation with brand attitude; green brand knowledge has apparently positive correlation with brand attitude; brand attitude has apparently positive correlation with purchase intension. Secondly, by Path analysis finds that, green brand positioning has apparently positive effect on green brand knowledge; green brand positioning haven’t apparently positive effect on brand attitude; green brand knowledge has apparently positive effect on brand attitude; brand attitude has apparently positive effect on purchase intension. The study also results indicate that suggest the resource of enterprise an allocation sequence: emotional positioning; green positioning; functional positioning.

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45

Ho, Yi-Pei, i 何依蓓. "The Relationship between the Attitude Toward Parent Brand and Co-Brand: The Moderating Effects of Brand Consciousness". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/p6av7v.

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碩士
中國文化大學
國際貿易學系
106
The main purpose of this study is to explore the relationship between the attitude toward parent brand and co-brand： the moderating effects of brand consciousness. This study included a pretest and a main study. A fictitious sports drink with fresh juice was used as the co-branded product. The purpose of pretest is to select co-branded product and 6 core brands (3 fresh juice brands and 3 sports drink brands) which were suitable to be used in the main study. The usable samples for the pretest consisted of 40 participants. The main study included 3 (fresh juice brands) × 3 (sports drink brands) to construct 9 scenarios of various co-brands. Each scenario was assigned to 40 students. The data were provided by 349 students. The results reveals that (1) attitude toward the parent brands positively affected affects attitude toward the co-brand; (2) For consumers with high brand consciousness in contrast to those with low brand consciousness, the positive effect of the attitude toward parent brand the co-brand is not stronger. This study discusses the implication in the theory and in managerial practice, and suggestions for the future study.

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46

Sheng, Laing-Kuo Chung, i 梁郭仲生. "The Effect of Culture Identity, Product Images and Brand Images on Brand Attitude: An Empirical Examination of Fashion Designer Brands". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/7hrt9j.

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碩士
輔仁大學
織品服裝學系
100
As more and more imported fashion brands in the marketplace, the domestic designer brands have faced business dilemma. In the past, the researches on development of clothing brands have focused on qualitative method and emphasized on the issues of marketing strategy rather than on consumer behaviors. This study uses quantitative analysis to explore the relationship among the three dimensions of the country of origin, that is, product image, cultural identity, and clothing brand image. Consumers’ cognitions and attitudes of the image of country origin are examined. The differences of brand images on local and international fashion designer brands were studied. First, two countries of origin, the United States and Taiwan, were selected by a pre-test. Three well-known fashion designer brands from each country were administered for measurement. Respondents were divided into two groups to do the questionnaires. Valid samples 108 from Taiwan group, 127 from the United States group were collected. The results showed that the levels of the product image and clothing brand image from the United States are higher than those from Taiwan. The product image and cultural identity have significantly positive influences on apparel brand image. And influence of product image was stronger than that of cultural identity. Three dimensions of country of origin had positive effects on the brand attitude. The sub-dimension of clothing brands, that is, brand value and design indicated the strongest influence on brand attitude. Finally, the clothing brand image was found to be a mediator between product image and brand attitude. Also, The effect between Taiwan and the United States was significant. In conclusion, brands with a country of origin have their implications and effects on marketing strategies. Garment marketers could use the elements of fashion trends, such as color, fabric, and style to ground cultural value of clothing brands. Thus, customers may build brand recognition and preference, and establish a brand image.

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47

Chris, Sun, i 孫克豪. "The moderating effect of variety seeking on the relationship between attitude toward the parent brand on attitude toward the co-brand". Thesis, 2011. http://ndltd.ncl.edu.tw/handle/46149181145246406308.

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碩士
中國文化大學
國際貿易學系
99
The main purpose of this study is to explore the moderating effect of variety seeking on the relationship between attitude toward the parent brand and attitude toward the co-brand. The study used the experiment design including a pretest and final experiment, and fictitious sports MP3 as the co-branded product. The purpose of pretest is to select 9 core brands (3 MP3 brands and 3 sports brands). The usable samples for the pretest consisted of 30 participants. The final experiment design used descriptive paragraphs stating the fictitious situation, and a scanned picture of MP3 to manipulate independent variables. The experiment was 3 (MP3 player brands: Samsung, Sony, Apple) ×3 (sports brands: Adidas, Nike, Puma) between-subjects factor design. Each experimental treatment of between-subjects factor design was assigned to 30 college students. The data were provided by 243 students. The results indicated that attitude toward the parent brands positively affected attitude toward the co-brand. In addition, comparing to consumers with lower variety seeking, attitude toward the parent brands more positively affects attitude toward the co-brand for the consumers with the higher variety seeking. . This study discusses the implication for the theory and practices, and suggestions for the future study.

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48

Ko, Chun-Yi, i 柯均儀. "The Effects of the Attitude Toward Parent Brand on Attitude Toward the Co-brand: The Moderating Role of Rational Shopping Trait". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/21868182631171734215.

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碩士
中國文化大學
國際貿易學系
101
The purpose of this study is to explore the moderating effect of rational shopping trait (analytical buyer and impulsive buyer) on the relationship between attitude toward parent brand and attitude toward co-brand. The study uses the experimental research including a pretest, a final experiment, and a fictitious sports drink of fresh juice as the co-branded product for the final experiment. The purpose of the pretest is to select core brands and a co-brand product (with high brand familiarity and high product fit). The samples consists of 50 participants. The experiment is a 3 (fresh juice brands) ×3 (sports drink brands) between-subjects factor design, which are 9 kinds of experiment boxes in total. 33 college students are assigned to each experimental treatment of be-tween-subjects factor design. The data are provided by 267 students. The result shows that attitude toward parent brands positively affects attitude toward co-brand. Moreover, rational shopping trait moderates the above mentioned relationship. Compared to impulsive buyers’, analytical buyers’ attitude toward parent brand more positively affects attitude toward co-brand. This study discusses the implication for the theories and practices, and to give advice on the future research.

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49

Chang, Yunwei, i 張筠崴. "The Moderating Effect of Product Involvement on the Relationship Between Attitude Toward the Parent Brand and Attitude Toward the Co-brand". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/91584906192112316670.

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碩士
中國文化大學
國際貿易學系
100
The main purpose of this study is to examine the moderating effect of product involvement on the relationship between attitude toward the parent brand and attitude toward the co-brand. The study used the experiment research including a pretest and fi-nal experiment, and fictitious sports drink of fresh juice/on line share camera as the co-brand product. The purpose of pretest is to select core brands and co-brand product. The experiment was 3(fresh brands)×3(sports drink brands)/3(on line technology)×3(camera brands) between-subjects factor design. Each experimental treatment of be-tween-subjects factor design was assigned to 30 college students. The data was provided 540 students. The result reveals that attitude toward the parent brand positively affects attitude toward the co-brand. Moreover, the personal characteristics such as product in-volvement moderate the above mentioned relationship. Compare to consumer with low-er product involvement, attitude toward the parent brand more positively affects attitude toward the co-brand for the consumer with higher product involvement. This study dis-cusses the implication for the theory and practices, and for the future study.

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50

Yi-Chun, Liu, i 劉奕君. "The Effects of Brand Association and Brand Attitude on Consumer’s Purchase Intention - Brand Personality Congruity as a Moderator". Thesis, 2017. http://ndltd.ncl.edu.tw/handle/tnfatn.

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碩士
中原大學
國際經營與貿易研究所
105
Nowadays, the needs of consumers have become more diversified. In an environment where brands are highly valued and market competition is especially fierce, enterprises have made extra effort to attract consumers’ attention. They not only constantly get rid of the old and bring forth the new, but also preserve and emphasize the special features of their own brand, which is far more important. Many researches have shown that, brand association, an essential factor for brands which Taiwanese enterprises highly value, can improve consumers’ interest and discussion around products. Through this approach, these brands could attract more customers and create more profits as well as competitive advantages. Hence, to raise brand association for consumers has become an important selling method for enterprises. Brand association is not restricted to tangible association, but intangible association as well. The brand personality congruity is an effective method which could allow consumers to have direct contact with the brand and understand it more clearly. Thus, this research aims to discuss the influence of brand association and brand attitude on consumers’ purchase intention, and the brand personality congruity as the moderator between the three variables. This research uses the methods of linear regression and hierarchical regression to verify the assumption. The result of this research verify that brand association has positive influence on brand attitude and consumers’ purchase intention, and brand attitude also has a positive influence on consumers’ purchase intention. Moreover, brand personality congruity has a moderator effect between brand association and brand attitude, brand personality congruity has a moderator effect between brand association and consumers’ purchase intention and brand personality congruity has a moderator effect between brand attitude and consumers’ purchase intention. The finding of this research can be provided for relevant enterprises as reference for future researches.

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