The Impact of Brand Image on Purchase intention-Perceived value and Brand attitude as Mediators

• Main Authors: KAO,CHIEH-YING, 高潔瑩
• Other Authors: Wang,Yu-Peng
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/66376924846933096928

碩士 === 實踐大學 === 企業管理學系碩士班 === 104 === Consumers know brands according to different factors which affect brand images. Brand image is depending on various elements, concepts, and consumer attitudes towards brands. In competitive environment, the product with good brand image can enhance impressions of consumers towards brands. Good brand images will provide positive impact on brands and increase consumers’ purchase intentions. This study investigated the brand image, perceived value, Brand attitude and purchase intention. The research brand is Chun Shui Tang. A total of 320 questionnaires were received from internet researches and 312 questionnaires were analyzed. Women are more than men among subjects, accounting for 61.6%. Their ages are around 21 to 30 years old, accounting for 52.8%. Most of them are people with university degrees, accounted for 60% and graduate School students accounted for 31.3%. This study accounted for 43.4% of students as majority. The results were: (1)Brand image has a positive impact on perceived value. (2)Brand image has a positive impact on brand attitude. (3)Perceived value has a positive impact on purchase intention. (4)Brand attitude has a positive impact on purchase intention. (5)Perceived value is a mediating variable between brand image and purchase intention. (6)Brand attitude is a mediating variable between brand image and purchase intention.