The Effects of Luxury Brand Image, Luxury Value, Brand Attitude on Consumers' Purchase Intentions

• Main Authors: CHIEN-HUI,HUA, 花千惠
• Other Authors: KAI-CHIEH,HU
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/hf829h

碩士 === 東吳大學 === 企業管理學系 === 102 === The purpose of this study is to explore and verify the effects of luxury brand image, luxury value and brand attitude on consumers' purchase intentions, as attempts to understand how to improve the luxury brand image, luxury value and brand attitude, and further enhances the consumers' purchase intentions. This study used the Structrual Equation Model (SEM) as an analysis method. Total 415 questionnaires were valid, as were distributed through Google’s online survey system. This study also proposed some relevant conclusions, which would be helpful to the luxury brand managers, and will give them a reference in their decision making process.