A Study of the Relations among Brand Image, Brand Attitude, Brand Personality and Self-concept Consistence, Conformity Behavior, and Purchase Intention - In the Case of Apple Tablet Computer Products

• Main Authors: Cheng-wen Chuang, 莊正汶
• Other Authors: Sheau-Hwa Chen
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/7x8cte

碩士 === 國立東華大學 === 企業管理學系 === 101 === 　　Under fierce enterprise competitions, it has definitely become a trend to differentiate competitors by brand. At the same time, consumers evaluate a certain product based on its brand image, and the match between self-personality and brand personality. Moreover, brand image may influence consumers’ brand attitude and purchasing intentions. In the era of fast information circulation, consumers are exposed to massive information when purchasing products, which may result from conformity behaviors. 　　This study explores the hot-sold tablet PCs in recent years with the globally best-selling brand in 2010, Apple as an example, to observe the consumers’ change of brand attitude between brand image/brand personality and self-concept consistency, and purchasing intention, and the role played by conformity behaviors between brand image and brand attitude. 　　Data were collected by questionnaire survey from users who have used Apple tablet PC as the respondents. Questionnaires were distributed from April 6, 2013 to May 18, 2013, with a total of 42 working days. Seven hundred and nine questionnaires were returned, and 508 were valid, with the valid return rate of 70.65%. This study conducted structural equation modelling and obtained empirical results as below: 1.There is causality between brand image and brand attitude. 2.Different ages/occupations/educational degrees show significant difference in the conformity behaviors of purchasing tablet PC. 3.Brand attitude has a mediating effect between brand image and purchasing intention. 4.Conformity behavior has an interfering effect between brand image and brand attitude. Keywords: Tablet PC, Brand Image, Brand Attitude, Brand Personality, Conformity Behaviors, Purchasing Intention