The Impact of Animated Spokes and Brand Image on Perceived Value and Purchase Intention

• Main Authors: Yao-tsung Chang, 張耀聰
• Other Authors: 劉宗哲
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/25067999570853047232

碩士 === 東吳大學 === 企業管理學系 === 100 === In recent years, some corporations are trying to focus on their business strategies from the cost-oriented to the perceived value of the products and service. Creating the unique value of the products and services not only differentiates from the competitors, but also enhances the purchase intention of the customers and gains higher profit . The competition between the convenience stores in Taiwan is quite fierce. The products and service which offered by the store are relatively homogenous. Convenience stores through spokesperson, sponsorship and charitable activities to create a unique brand image in consumers and to enhance the purchase intention ofthe customers. This study examines whether the preference of animated spokes and brand image are related positively to the comsumer’s perceived value and purchase intention and the fit between brand and event as moderator. The result show that: (1) Preference of animated spokes will positively effect on comsumer’s perceived value of brand. (2) Brand image will positively effect on comsumer’s perceived value of brand. (3) Comsumer’s perceived value of brand will positively effect on comsumer’s purchase intention of brand. (4) Comsumer’s perceived value is the mediator between preference of animated spokes, brand image and purchase intention of brand. (5) The fit between brand and fit is the moderator between preference of animated spokes, brand image , comsumer’s perceived value and purchase intention of brand. In practical suggestions, the corporations can select the animated spokes, build commendable brand image and pay attention in the fit between brand and event that enhance the perceived value , promote the purchase intention and establish long-term and stable customer relationship. Key Words: Animated spokes, Brand image, Perceived value, Purchase intention and Fit between brand and event.