A Study of the Relationships among Perceived Marketing Ethics, Brand Image and Purchase Intention — An Empirical Study from the U Apparel Corporation
碩士 === 大葉大學 === 國際企業管理學系碩士班 === 102 === The study aimed to explore the relationships between marketing ethics, brand image and consumer purchase intention. A total of 484 valid questionnaires were collected form customers, an international apparel chain store in Taiwan. The collected data were analy...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/p5cv8w |
| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士班 === 102 === The study aimed to explore the relationships between marketing ethics, brand image and consumer purchase intention.
A total of 484 valid questionnaires were collected form customers, an international apparel chain store in Taiwan. The collected data were analyzed using regression analysis. The results indicated that:
1. A customer’s positive perception of marketing ethics has a significant positive influence on purchase intention.
2. Consumer perception of ethical marketing can have a significant positive impact on the brand image.
3. A positive brand image will have a significant positive impact on purchase intention.
4. Brand image has mediating effects on the impact of marketing ethics on purchase intention.
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