| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理系碩士班 === 105 === In the recent decades, with the dramatic growth rate of GDP and the change of consumption pattern, Taiwan becomes a new battle for the worldwide suppliers who aim on luxury brand. With the changing and extension of consuming concept, consumers care more about how to express and present themselves by luxury brand. The aim of this study is to explore the relationships among brand trust, brand experience, social-function attitude, brand equity, brand attitude and purchase intention.
The empirical data were collected by the luxury brand consumers. A total of 293 usable questionnaires were collected, coded, and analyzed. “Structural equation modeling” (SEM) were used to test the hypotheses of this study.
The results reveal that:
(1) Brand trust and brand experience have a significant direct effect on brand equity; social-function attitude has a significant direct effect on brand attitude.
(2) This study confirms that the brand trust is applicable to the study of luxury brand, and plays an important role in the brand equity. Also, brand equity has a significant influence on the purchase intention.
(3) Luxury brand suppliers, if commit to improve brand experience, will enhance the brand equity and the consumers’ purchase behavior.
|
|---|
