the antecedent and consequence of brand association

• Main Authors: Hung yu Chun, 洪郁鈞
• Other Authors: Ming-Kung Joseph Liao
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/56476472435826667141

碩士 === 實踐大學 === 企業管理學系碩士班 === 96 === In this paper, particular emphasis is placed on the antecedent and consequence of brand association. Discussing how the firms’ strategies and managerial behaviors affect consumer’s brand association, and how brand association affects consumer behaviors. The purpose of this paper is to understand the relationship between advertising appeals, store image, brand image and brand association as well as brand associations and consumer behaviors. The empirical finding based on 613 responses, are: 1. The better the firms’ brand image, the better the guarantee, personal identification, social identification and status of brand associations. 2. Firms’ advertising with emotional appeal has positive association to personal identification, social identification and status of brand associations. 3. The better the firms store image, the better the guarantee, personal identification, social identification and status of brand associations. 4. The better the firms’ brand associations, the better the price premium, repurchasing intention, and recommendation of consumer behaviors.