The Effect of Brand Image and Consumer Involvement on Brand Purchase Behavior

• Main Authors: Chin, Hsiao-hua, 秦孝華
• Other Authors: Liang, Shih-an
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/97044560936038017022

碩士 === 國立臺北大學 === 企業管理學系 === 94 === Brand image have been considered as an important part in marketing for recent years. Many scholars paid attention on the influence of brand image to consumer purchase behavior and made researches about it. Although there are many literatures, most of them are focus on the relationship between consumers and the benefits of brand image. According to the literatures, this study separates the construct of brand image into four sub-constructs: product image, corporate image, country image and the image of user, and attempts to find out if they would impact the consumer behavior. Consumer involvement was treated as a moderator because it will affect consumer’s perception of brand image. The study uses both email and street survey to collect data and the subjects are digital camera users. Then, we use confirmatory factor analysis and hierarchical multiple regression analysis to test the fitness and significant of model. To result of the research were found: 1.most of the sub-constructs of brand image had positive effects on consumer purchase behavior, 2.consumer involvement had moderate effect on product image, country image, and image of user.