The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention

• Main Authors: LU, MEI-YIN, 陸美吟
• Other Authors: Jaw, Chyi
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/3ycu65

碩士 === 國立雲林科技大學 === 企業管理系 === 105 === In this study, three experiments were carried out to study the effect of The Moderating Effects of Affect Attachment and Materialism between Anthropomorphized Brand Roles and Purchase Intention. Through the study of the results found that when the anthropomorphic brand role (servant / partner) applied in different product product types will have different impact on consumers. Next, when affect attachment on different roles of anthropomorphism brands, the results show that partners has positive impact. And it may be the role of brand will cause the consumer's psychological perception and affect comsumers purchase intention. Finally, the anthropomorphism brand role on differents level of the brand position it may moderating effects between materialism that effect consumer's purchase intention.