Title page for etd-0622111-145724


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URN etd-0622111-145724
Author Chih-Chiang Hsiao
Author's Email Address No Public.
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Department Business Management
Year 2010
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Relationships of Brand Association、Consumer Characteristics and Consumer Purchase Intention
-Evidence from Smartphone Brand
Date of Defense 2011-06-21
Page Count 80
Keyword
  • brand association
  • competition advantage
  • consumer purchase intention
  • consumer characteristics
  • Abstract The smartphone market compete closely in Taiwan. there are many companies not only develop the function of product actively, they pay attention to value added of brand and wish it can raise their profit. Because brand association is the core value of brand. So this object of study is smartphone and we want to know the relationship between brand association and purchase intention in whole smartphone market by consumer view point. Furthermore we analysis what different with dissimilar brands and the effect of consumer characteristics
    This study adopted the research of questionnaire as study method. The target is the resident in Taiwan and uses convenience sampling method. We try to understand what kind of relationship of brand association、consumer characteristics and consumer purchase intention in consumer’s mind. There are 224 usable responses and we used SPSS soft ware to access the methods of statistic analysis and testifies hypothesis of this research. It has the following conclusions
    1. This research find brand association are significantly correlated with consumers purchase intention in smartphone market
    2. There are the remarkable differences with brand association and purchase intention in dissimilar brands
    3. It shows that consumer characteristics have the remarkable difference with some research variables.
    This research not only testifies hypothesis but also collects the management means to be the reference. Wish these references could be helpful for academic and business practice. It has the following management means
    1. Deepen importance of brand association and the effects of brand association to consumer purchase intention is also suitable to smartphone market
    2. In order to creative and maintain competition advantage,the companies must inspect what different between their own brand association and opponent’s own constantly.
    Advisory Committee
  • Pei-how Huang - chair
  • Ping-Yi Chao - co-chair
  • Cher-Min Fong - advisor
  • Cher-Hung Tseng - advisor
  • Files
  • etd-0622111-145724.pdf
  • indicate in-campus access in a year and off_campus not accessible
    Date of Submission 2011-06-22

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