The Study of Consumers on the Brand Image of Consumer Goods

• Main Authors: Ching Yi Hao, 郝靜宜
• Other Authors: Yung-Ching Ho
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/71633052077614146709

碩士 === 中國文化大學 === 國際企業管理研究所 === 87 === When the enterprises develop marketing research technical about product, a strong brand has become the most important factor of increasing value-added on goods. Not only the enterprises have the deeply hope for the brand, but also the consumers them-selves are influenced by what brand the enterprises build. This study focuses on two topics. One is discussing the importance degree of brand image when consumers pur-chase consumer goods. The other is different population statistics variables whether in-fluence personal preference on brand image for different consumer goods. This study chooses the four popular goods, camera, personal computer, jeans, and sport drinks. The brand image variables include functional, symbolic, and experiential brand image. It also adds an intervene variable to the framework, and discusses that in-tervene variables whether influences brand image variables. The conclusions are on the following: First, different types of consumer goods have the partial differences on brand image. Consumers don’t have clear awareness on experiential brand image. Second, dif-ferent population statistic variables have the partial differences on brand image. When we buy these goods, it is not different between male and female on brand image. Third, different sex, occupation, educational degree, and income level of people don’t have dis-similar on brand image when consumers purchase jeans and sport drinks.