| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系 === 107 === Many chain of handmade tea drinks market setted up in Taiwan, to be deeply implanted in the minds of consumers, the tea drinks industry must find the most suitable positioning of brand advantage to achieve brand benefits. In the past, research has focused on products and services however didn't do any thoroughly discussion on brand personality. Based on the personality of the brand, this study revised the brand personality scale of Aaker (1997) as the research foundation, constructed the brand personality constructs belonging to the handmade tea drinks industry, and explored the brand personality positioning of the chain handmade tea drinks industry by multi-scale analysis. Finding the differences in attributes among different competing groups to explore the impact of consumers purchase Intention. In this study, the research is divided into two stages. The first stage uses the focus group meetings as the gualitative survey, and the second stage explores the consumer's brand personality perception and purchase intention for each handmade tea drinks brand. 454 samples were send, 24 invalid questionnaires were excluded, and 430 valid questionnaires were obtained. The results show that the five brands of handmade tea drinks have different levels of brand personality perception. Through the multi-scale analysis of perception, five chain-store of handmade tea drinks brands are discriminated in into three groups, new and old manufacturers are discovered and the market segmentation also demonstrates that some brand personality has a significant positive impact on consumers' purchase willingness. The two factors of “comfortable” and “reliable” have positive and significant impact on purchase intention, meaning when consumers buy a handmade tea drinks, the brand gives consumers "comfortable" or "reliable" perception of brand personality. The stronger the perception of the brand personality, the higher the willingness to purchase, hopeing this research results can provide the industry with an appropriate market positioning and marketing strategy.
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