| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 101 === This research relates to rebranding, and more specifically the relationship between rebranding and consumer purchase intention. According to Stuart and Muzellec （2004）’s research, the two main methods for rebranding are logo change and slogan change and their effects on purchase intention are studied. This research was proceeded by inquiring salary men and student, and then 352 answered questionnaires were collected and analyzed with research tools, i.e. LISREL 8.51 and SPSS 20.0. Based on the result of path analysis, we recognize that logo change and slogan change have a significantly positive influence on perceived quality and brand awareness, and infer that consumers have more knowledge and trust on the products provided by the company has been after rebranding. perceived quality and brand awareness also have a significantly positive influence on purchase intention. In this research, we further compare two models, and recognize that the model with perceived quality and brand awareness as mediator factors is more suitable to explain the effect of rebranding to purchase intention.
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