Reference Groups and Brand Attitude: Product Attributes as Moderators

• Main Authors: Minh Thien, Nguyen, 阮明天
• Other Authors: Wang,Chun-Ju
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/gka9hq

碩士 === 國立宜蘭大學 === 應用經濟與管理學系經營管理碩士班 === 102 === This study explores the relationship between reference groups (aspiration group and dissociative group) and brand attitude with product attributes (necessity or luxury product, private or public product) as moderators. Using 240 NIU students as a research sample, questionnaire surveys about brand attitude are employed with 2 versions of spokesperson (aspiration or dissociative reference group), 2 versions of necessity product, and 2 versions of public product. Results from this study show that reference group do impact on consumer brand attitude, and this relationship are moderated by the product is used in private or public and whether it is a luxury or necessity product.