| Summary: | 碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 105 === In the past, high-priced luxury goods are often the privilege of the rich consumers. But with the progress of Internet technology and cultural changes, department stores continue to introduce a variety of products, as well as high-priced brand flagship stores setting up in Taiwan. In the environment of media influences and many well-known brands, Taiwan's luxury consumption trends increased year by year. The age of luxury users has gradually declined, luxury is no longer the privilege for the upper class. This study discusses the relationship between the brand image, the brand awareness and the brand attitudes with luxury goods as the moderator. Therefore, this research has four research objectives: 1. brand image positively affects brand attitude; 2. brand awareness positively has an impact on brand attitude; 3. luxury moderates the relationship between brand image and brand attitude; 4. luxury moderates the relationship between brand awareness and brand attitude.
This study uses multivariate method and SPSS20.2 to run difference analysis and regression analysis. The empirical results are as follows. 1. Boy students are more sensitive of the brand image and brand attitudes; 2. Students with more disposable income are more sensitive of the brand image; 3. Both the brand image and brand awareness positively affect brand attitudes; 4. Luxury positively moderates the relationships between brand image/brand awareness and brand attitudes.
Keywords: brand image, brand awareness, brand attitude, luxury
|
|---|
