A Study on the Relationships among Brand Image, Brand Attachment and Brand Equity and the Moderating Effects of Brand Engagement–Based on the Case of Sports Brand

• Main Authors: Jing-Mao Lin, 林景茂
• Other Authors: Huan-Ming Chuang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/5zy2bt

碩士 === 國立雲林科技大學 === 資訊管理系 === 103 === If consumers can gain the perceived trust value through the process of consuming products or services, it will create a good brand image, brand equity, profits and competitive strength. Based on the good brand image, it makes consumers to have the higher level of satisfaction and confidence to buy products; and it will have the effect of brand attachment on the next purchase. Furthermore, with the rapid growth of social networking, more and more consumers search other users’ experiences for the target products online. They want to decrease the risk of purchase and the uncertainty of purchase via involving the brand community. Howerer, companies can create brand equity for their products by making them memorable, easily recognizable and superior in quality and reliability. The main research is to discuss how brand image influence brand attachment, and brand equity influence brand equity. The research also investigates how the level of brand engagement of consumers influences the mediation effect of brand image. The research will focus on the consumers of sport brands as the main object of the study. Questionnaires will be the main method. Structural Equation Modeling (SEM) and Hierarchical Regression will be the analyzing method. The study show that brand image have the significant effect on brand attachment and brand attachment have part of significant effect on brand equity, but brand engagement don't exist moderation effect of brand image influence on brand attachment. Last, the study based on the finding of the research, we discussed that how to promote brand marketing and give recommendations for future research.