The Effect of Rebranding on Purchase Intention
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 effe...
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ndltd-TW-101SCU001210352017-03-11T04:21:44Z http://ndltd.ncl.edu.tw/handle/73434026525966414357 The Effect of Rebranding on Purchase Intention 品牌再造對購買意願影響之研究 Huang,Ching-Wen 黃靖文 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. Liu,Tsung-Che 劉宗哲 2013 學位論文 ; thesis 71 zh-TW |
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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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author2 |
Liu,Tsung-Che |
author_facet |
Liu,Tsung-Che Huang,Ching-Wen 黃靖文 |
author |
Huang,Ching-Wen 黃靖文 |
spellingShingle |
Huang,Ching-Wen 黃靖文 The Effect of Rebranding on Purchase Intention |
author_sort |
Huang,Ching-Wen |
title |
The Effect of Rebranding on Purchase Intention |
title_short |
The Effect of Rebranding on Purchase Intention |
title_full |
The Effect of Rebranding on Purchase Intention |
title_fullStr |
The Effect of Rebranding on Purchase Intention |
title_full_unstemmed |
The Effect of Rebranding on Purchase Intention |
title_sort |
effect of rebranding on purchase intention |
publishDate |
2013 |
url |
http://ndltd.ncl.edu.tw/handle/73434026525966414357 |
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