| Summary: | 碩士 === 靜宜大學 === 企業管理學系 === 99 === Past research showed that brand logo affected consumer’s brand recognition, and evoke consumer’s positive emotions, and then, affect consumer willingness to buy. However, a little studies were to explore that the impact of brand logo prominence on consumer behavior. Besides, consumer’s needs for uniqueness trait, luxury or non-luxury brand and new and old customers to buy luxury brands, whether the relationship will make the aforementioned change, important issues are yet to be clarified. Therefore, the purposes of this research are to explore the impact of brand logo prominence on purchase intention, product evaluation, overall attitude, and overall liking, and further explore the moderator roles of consumer’s need for uniqueness, luxury or non-luxury brand and new and old customers to buy luxury brands.
Statistic methods including ANOVA, MANOVA and MANCOVA are used to approach the analysis. Empirical results have demonstrated that: (1) when the brand logo is moderate, the customer's purchase intention is significantly higher than the other two presentation (highly and lowly present).(2)As to the customers that have high need for uniqueness , when the brand logo prominence in the product evaluation and overall liking is moderate, it has significantly better than the other presentation(highly and lowly present). (3)When the brand is luxury, the highly prominence of brand logo will significantly increase customer's purchase intention, product evaluation, overall attitude and overall liking. (4)When the brand is non-luxury, the lowly prominence of brand logo will make customer have better purchase intention, product evaluation, overall attitude and overall liking. However, (5) the new and old customer of luxury brand do not significantly moderate the relationships between prominence of brand logo and customer's behavior.
According to this study, we suggest that:(1)The enterprises should pay more attention to the prominence of the logo symbol on their products, so that they can acquire higher purchase intention, product evaluation, overall attitude and overall liking from the target customer.(2)If target customers of the enterprises have high need for uniqueness characteristics, the presentation of logo prominence should be moderate, so that it can acquire higher product evaluation and overall attitude from the customer. (3)The enterprises of luxury and non-luxury brand both have to keep an eye on the presentation of the logo symbol on their products, so that they can acquire higher purchase intention, product evaluation, overall attitude and overall liking from the target customer.
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