The Effects of Brand Image of International Products on Purchase Intention－Moderated by Personal Income

• Main Authors: Liu, Tsai Yun, 劉彩雲
• Other Authors: Hu, Chiung Yuan
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/26207915795522470617

碩士 === 大葉大學 === 管理學院碩士在職專班 === 98 === The purpose of this study is to investigate whether personal income will moderate the relationship between brand image and purchase intentions. In addition, this research was carried out to probe into the impact of brand image and purchase intentions. There were 500 questionnaires overall released and 420 effective among those 452 retrieved. The data was analyzed by using regression analysis. The results revealed that brand image do exert a positive influence upon the purchase intentions. It indicated that the higher brand image is the higher purchase intentions customers have. It is meaningful to the managerial implications and related research. And this study indicated the research limitation and the directions of future research