Investigation of Relationships among the Perceptions of Brand Elements, Brand Equities and Buying Behaviors ─ A Case Study of the Western Franchised Fast Food Leading Brands

• Main Authors: Cheng-Hao Wang, 王政豪
• Other Authors: Sz-Reng Chen
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/78542378445285909610

碩士 === 世新大學 === 觀光學系 === 92 === Brand elements play a vital role in establishing brand equities, brand elements can be independent of marketing policy and product nature, and creating brand equities by means of brand elements. In other words, brand elements can improve brand awareness and positive brand association, and also enhance perceived quality and brand loyalty. The influence of brand provokes consumer into buying behaviors seriously. Most related literatures about western fast food, focus on product quality, satisfaction, enterprise image and consumer loyalty rather than on the concept of brand. In order to realize the relationships among the perceptions of brand elements, brand equities and buying behaviors, this study will combine brand elements, brand equities and discuss both of them with consumers’ buying behaviors. The major purposes of the study are: 1. to investigate the differences in consumers’ perceptions of brand elements. 2. to examine relationships between the perceptions of brand elements and brand equities. 3. to explore how brand equities influence consumers’ buying behaviors. 4. to examine the differences in buying behaviors between consumers’ individual attributes. The major conclusions are as followings: according to the results of canonical correlation analysis, the perceptions of brand elements (brand name, logo, character, slogan, packaging) significantly influence brand equities (brand awareness, perceived quality, brand association, and brand loyalty); brand equities influence buying behaviors (purchasing frequency and proportion of purchasing expenses) significantly. Using undergraduates as respondents, it has differences in the perceptions of brand elements on different sexes, ages, grades, college categories, eating expenses per month and residence patterns; and it has differences in buying behaviors on different sexes and eating expenses per month. As a whole, consumers purchase the products of three main western fast food brands about 3 times a month, occupied all the proportion of fast food expenses about 70%.