To see the other types of publications on this topic, follow the link: Consumer Perceived Value of Brand Heritage.
Dissertations / Theses on the topic 'Consumer Perceived Value of Brand Heritage'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Consumer Perceived Value of Brand Heritage.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Abimbola, T. M. L. "Consumer brand equity : a model for the measurement, analysis and evaluation of consumer perceived value." Thesis, Aston University, 2003. http://publications.aston.ac.uk/10757/.
Full textAbstract:
The topic of my research is consumer brand equity (CBE). My thesis is that the success or otherwise of a brand is better viewed from the consumers’ perspective. I specifically focus on consumers as a unique group of stakeholders whose involvement with brands is crucial to the overall success of branding strategy. To this end, this research examines the constellation of ideas on brand equity that have hitherto been offered by various scholars. Through a systematic integration of the concepts and practices identified but these scholars (concepts and practices such as: competitiveness, consumer searching, consumer behaviour, brand image, brand relevance, consumer perceived value, etc.), this research identifies CBE as a construct that is shaped, directed and made valuable by the beliefs, attitudes and the subjective preferences of consumers. This is done by examining the criteria on the basis of which the consumers evaluate brands and make brand purchase decisions. Understanding the criteria by which consumers evaluate brands is crucial for several reasons. First, as the basis upon which consumers select brands changes with consumption norms and technology, understanding the consumer choice process will help in formulating branding strategy. Secondly, an understanding of these criteria will help in formulating a creative and innovative agenda for ‘new brand’ propositions. Thirdly, it will also influence firms’ ability to simulate and mould the plasticity of demand for existing brands. In examining these three issues, this thesis presents a comprehensive account of CBE. This is because the first issue raised in the preceding paragraph deals with the content of CBE. The second issue addresses the problem of how to develop a reliable and valid measuring instrument for CBE. The third issue examines the structural and statistical relationships between the factors of CBE and the consequences of CBE on consumer perceived value (CPV). Using LISREL-SIMPLIS 8.30, the study finds direct and significant influential links between consumer brand equity and consumer value perception.
2
Liu, Yang. "The relationships among extrinsic cues, perceived quality, perceived sacrifice and perceived value a cross national study : a thesis submitted to Auckland University of Technology in partial fulfilment of the degree of Master of Business, September 2005 /." Full thesis. Abstract, 2005. http://puka2.aut.ac.nz/ait/theses/LiuYang.pdf.
Full text
3
Edberg, Elinor, and Oscar Sivertzen. "Keeping it Real while Selling Out : How to increase Customer-Based Brand Equity by utilizing Brand Authenticity." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-255943.
Full textAbstract:
Previous research has proven that perceived Brand Authenticity functions as a differentiator, which brands can use to stand out in today’s marketplace. However, few studies have investigated whether it is possible for brands to become more profitable by utilizing their authenticity. This thesis therefore investigates the relationship between the two branding concepts Brand Authenticity and Customer-Based Brand Equity (CBBE). An explanatory survey study is made on the Swedish retail clothing industry, which measures the effect of the Brand Authenticity associations Continuity, Originality, Trustworthiness, Genuineness, Heritage, and Symbolism on the CBBE outcomes (1) consumers’ willingness to pay a price premium, (2) recommend a brand, and (3) buy a brand before other brands. The results show that while some Brand Authenticity associations increase the CBBE outcomes, others seem to give no effect and some even to undermine them. If brand managers of authentic brands wish to increase their value sales through price premiums and increase volume sales through increased purchases, they should focus on communicating Symbolism, Originality and Genuineness. If decreased marketing costs through word of mouth is the goal, brand recommendations can be achieved through communicating Trustworthiness as well. However, Continuity and Heritage should be avoided in all brand communication if increased profits is the primarily goal.
4
van, Enckevort Kaya, and Jasmin Ansari-Dunkes. "Facebook & Brand Equity : Firm-created advertising and its effects on the consumer mindset." Thesis, Umeå universitet, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-73421.
Full textAbstract:
This research addresses an urgent contemporary problem within advertising and brand management in the new era of social networks - how do companies act on social networking platforms and how is this perceived by consumers? Being successful on Facebook is, seemingly, not as straight forward as many might think, and the misuse deriving from misperceptions can create negative brand impacts. This research aims to shed light on the yet under researched topic of firm-created Social Media advertising and its effects on the consumer mindset. This has lead to three overarching research questions, which provides a strong theoretical and practical contribution to the status quo: RQ1: What is the influence of the gap between motivational factors to “Like” a brand’s Facebook page and the subsequent firm-created Facebook advertising on perceived advertising value? RQ2: What is the influence of perceived advertising value on consumer brand-related activities? RQ3: What is the influence of (1) perceived advertising value and (2) consumer brand-related activities on brand equity? A quantitative research approach was adopted using a self-administered survey among 101 European Facebook users between 18 and 35. The framework of this research comes from four elements of theory; Uses and Gratifications (U&G) theory to identify the underlying motivational factors to engage with a brand on Facebook, advertising value by Ducoffe (1995), to measure how the brand’s advertising is perceived, consumer brand-related activities (COBRA) by Muntinga, et al. (2011) to classify the level of consumer involvement with the brand on Facebook, and the brand value chain by Keller & Lehmann (2003), which is closely related to consumer-based brand equity as developed by Aaker (1991) and Keller (1993). The main conclusions of this research include that the gap between initial motivations to start a brand-relationship on Facebook and the subsequent activities performed by the firm is smaller for those in a currently active brand-relationship while it is considerable larger for those who have decided to exit the relationship. Moreover, while not statistically confirmed a clear tendency was identified that the perceived advertising value of a brand on Facebook is attributable to the extent of this gap. In the same vein, the decision to continue or exit a brand-relationship on Facebook is attributable by the level of perceived advertising value. The type and level of interaction with a brand is influenced by the perceived advertising value, however, can be influenced by targeting specific motivations to interact. Both the perceived advertising value and the level/type of interaction with a brand were found to influence the consumer mindset. Especially the form (entertaining, enjoyable) in which advertising is dispersed on Facebook proves to be important.
5
Pereira, Tomás Martins. "O consumidor português de Smartphones : determinantes da sua lealdade comportamental." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14454.
Full textAbstract:
Mestrado em MarketingA procura de smartphones faz com que se registem elevados volumes de vendas e maior concorrência entre marcas. Estas procuram consolidar os clientes que já adquiriram os seus produtos. No entanto, verifica-se que os clientes optam, na sua maioria, por adquirir marcas diferentes da que adquiriram previamente. Com este estudo pretende-se compreender que fatores levam os consumidores portugueses a voltar a comprar a mesma marca de smartphones que compraram anteriormente. Para melhor compreender a lealdade comportamental a marcas de smartphones, o estudo avalia o valor percebido pelo consumidor (e as suas dimensões emocional, social e preço) e a confiança na marca por parte dos consumidores que recompraram. Para este efeito, a presente dissertação apresenta um carácter quantitativo, tendo sido administrado um questionário online através da plataforma Qualtrics. A análise aos resultados permitiu concluir que tanto o valor percebido pelos consumidores como a confiança na marca estão positivamente relacionados com a lealdade comportamental a uma marca de smartphones. Destes dois antecedentes, o que mais explica a lealdade comportamental é o valor percebido pelo consumidor. Concluiu-se também que o valor emocional tem maior impacto que o valor social e que o valor preço na lealdade comportamental. O principal contributo académico desta dissertação é a inclusão das dimensões do valor no modelo de estudo da lealdade comportamental. A nível empresarial é aconselhado às empresas que promovam ações que difundam o valor percebido pelos consumidores e a confiança na marca.
The high demand for smartphones results not only in a high number of sales but also on increasing competition among brands. Thus, these brands seek to retain their existing customers as a priority in their business. However, it is also important to note that most customers choose to acquire different brands from the ones they have previously acquired. To have a better understanding of behavioral loyalty regarding smartphones’ brands, this study assesses the perceived value by consumers (and its dimensions: emotional, social and price) and brand trust of consumers who repurchased a single brand. The present dissertation follows a quantitative approach through the administration of an online questionnaire, developed on Qualtrics. A convenience, nonprobability sampling approach was pursued when gathering data. The analysis of the results points towards a positive relationship between both the perceived value by consumers and brand trust with behavioral loyalty to a smartphones’ brand. It was also depicted that the variable causing the biggest variation on behavioral loyalty is the perceived value by the consumer. Furthermore, it was also determined that emotional value has a stronger impact on behavioral loyalty than the social and price values. The main academic contribution of this dissertation is the inclusion of the three dimensions of value for the consumer on the model used to study behavioral loyalty. On a managerial level, companies are advised to promote actions that disseminate the perceived value by consumers and brand trust.
info:eu-repo/semantics/publishedVersion
6
Elin, Norell, and Larsson Emma. "Consumer Perception of the Value of Brand Heritage." Thesis, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35652.
Full textAbstract:
Brand heritage and consumer perceived value are two concepts which separately have received a growing interest among academics for quite some time. However both of them combined, hence consumers’ perception of the value of brand heritage is a relatively unexplored field of research. This study therefore intends to explore how consumers perceive the value of brand heritage of luxury fashion brands. To achieve this purpose, the study will investigate consumers’ perception of the value of brand heritage of four European luxury fashion brands – Burberry, Chanel, Gucci, and Louis Vuitton – which serve as illustrative/reference brands in this study. These four European luxury fashion brands are chosen as illustrative brands in this study based on the determination that heritage is a central part of their brands. Secondary data was collected through Internet based document analysis of the illustrative brands to determine whether these qualify as heritage brands. Furthermore, semi-structured interviews were conducted to collect primary data for the purpose to explore how consumers perceive the value of brand heritage of the illustrative brands. The findings of the study reveal that consumers perceive the value of the brand heritage of the illustrative brands because it serves as a source of credibility and trust between the consumers and the brands. There is a perception that the brands have managed to maintain a certain standard regarding quality and craftsmanship, and likewise delivered according to consumers’ expectations over time. Furthermore consumers perceive the value of the brand heritage of the illustrative brands since it contributes to a sense of belongingness and social acceptance. They value the identity and meaning of the illustrative brand, hence the perception that the brands have managed to persistently deliver according to their core values and promises over time. It provides the consumers with the opportunity to connect with the brands on a personal level and to create their own individual identities and lifestyles through the brands. All this, in combination with the perception of the brands as timeless and durable, that they inhabit a sense of credibility and trust, which in the long run may generate loyalty - they value that the brands are loyal to them - conclude how consumers perceive the value of the brand heritage of the illustrative brands.
7
LAI, WEI-CHUN, and 賴韋君. "Do Ambient Scent and Brand familiarity Influence Consumer Perceived Brand Value?" Thesis, 2017. http://ndltd.ncl.edu.tw/handle/6e7q58.
Full textAbstract:
碩士國立臺北大學
企業管理學系
105
A Recent studies suggested that the presence of ambient scent on consumer goods can improve consumer’s five senses and memories. It could not only enhance Brand identification but purchase intension. There’re some studies discover different ambient scent could evoke emotions and enhance memory. In other words, it’s well accepted by marketers that the use of fragrance could promote the memory of brand image. There’re also some studies found that in addition to sense of sight, smell is the most important part of other senses. Therefore, the use of fragrance in the business environment could create the shopping atmosphere, and further would encourage consumer purchase intention. By the influences, the online shops also use the fragrant packaging to increase its brand recognition even though there is no physical store to build up the atmosphere. This study by the consumer point of view to investigate whether the fragrances promote or induce the subject’s emotions, and further affect the brand perception as well as its value between the familiar and unfamiliar brand advertisement. By tested with the two questionnaire, one attached Talcum aroma and the other is fragrance-free, to observe if fragrances can raise consumer perception to the brand awareness and brand evaluations, and thus advance the consumer’s willingness of purchase.
8
Shyu, Rong-Gwo, and 徐榮國. "The influence of brand extension strategies on consumer perceived value." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/17222824438205785278.
Full textAbstract:
碩士淡江大學
企業管理學系碩士班
94
In recently years, regardless of food industry or electronics industry or at the other industry, brand extension has been widely applied in business. Ingredient branding, in which key attributes of one brand are incorporated in to another brand as ingredients, is becoming increasingly popular among marketers. In the view of the above, this study divided the brand extension into “direct brand extension” and “sequential brand extension” (sequential brand extension means extending brand via the product line extension) and attempted to explore the influence of two kinds of brand extensions on consumer’s perceived value. In addition, product line extension included self-brand and cobranded in this study. This study carried on research for the host brand with “Lin Feng Ying” and “Kuo Yuan Ye” separately. Furthermore, we conducted an experiment design and collected primary data by questionnaire. And both perceived quality and perceived value of host brand as covariance variable in this research. 1.The results indicate that the type of brand extensions will influence customer’s perceived value. 2.When customers have higher host brand loyalty, their perceived value of brand extending product will be increased. 3.Besides, perceived quality has no moderating effect between the type of brand extensions and perceived value. 4.Brand loyalty also has no moderating effect between the type of brand extensions and perceived value. Finally, this study also discusses the research limitations and further researches.
9
Chang, Hsiao-yun, and 張筱昀. "Understanding the Influence of Brand Storytelling on Consumer Attitude, Perceived Value, and Perceived Quality." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/29667814802183687677.
Full textAbstract:
碩士逢甲大學
國際經營管理碩士學位學程
104
In recent years, there have seen increased attention on the influence of brand storytelling on storytelling marketing. With the extensive growing interest in the research of brand storytelling and studying the power of storytelling in branding, however, it should be noted that there have been few attempts to establish a direct relationship between brand storytelling and consumer attitude, perceived value, and perceived quality. Due to the lack of research evidence, this research was designed as an experimental study to provide the insight into the issue. The experiment was divided into two parts, with brand stories and without brand stories. The subjects were selected from parents who had children under 12 years old and there were 164 people in total. This study was conducted to ascertain whether the utilization of brand storytelling would have a powerful effect on consumer attitude, perceived value, and perceived quality or not by testing hypotheses, and identify which type of stories would have the most significant effect on those variables. The study adopted t-test to examine the differences between variables. According to the results, brand stories had significant effect on consumer attitude and perceived value. And the overall results partially supported heritage story and vision story. Experimental results would provide great interests both for application and managerial research. This study contributes to storytelling marketing and practice by demonstrating the power of storytelling on consumers’ experiences. It is hoped that the findings of this study can provide critical importance in laying the groundwork for understanding the influence of brand storytelling in order to propose a demonstration for the case company.
10
Yang, Fu-Yu, and 楊富宇. "The Influence of Endorsement Credibility、Brand Credibility to Consumer Perceived Value and Brand Equity：A Case of Mobile Brand." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/r4xtgr.
Full textAbstract:
碩士亞洲大學
經營管理學系碩士在職專班
102
This study discusses the effect of endorsement credibility、brand credibility to consumer perceived value and brand equity. Consumer who well-known brands have used mobile phones (HTC and Samsung) and know the brand endorsement (Mayday and Hebe) were chosen as our respondents. In this study, a questionnaire on the network to build a platform way to place a questionnaire survey on Facebook, Mobile01, BBS three platforms and forum link on the phone questionnaires to collect. Before formal distribution of questionnaire, a pretest was conducted by asking 20 respondents to make sure all the questions are clarify. Eventually, 404 useful questionnaires were received for data analysis. By using SPSS19.0 and AMOS20, descriptive statistics, Confirmatory factor analysis(CFA), Reliability and Validity, Structural equation modeling(SEM) were conducted. The results showed that：(1) Endorsement credibility has a positive and significant influence on perceived value；(2) Brand credibility has a positive and significant influence on perceived value；(3) Perceived value has a positive and significant influence on brand equity.
11
Wan-JuChien and 簡婉茹. "The Effects of Perceived Price, Brand Image, Trust, Perceived Quality and Perceived Value for the Consumer Online Booking." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/87252207416286986259.
Full textAbstract:
碩士國立成功大學
統計學系碩博士班
100
The advent of the Internet generation promotes the rapid rise of E-commerce and the Internet leads to the explosive growth of business opportunities. The proportion of the tourism industry providing online travel information has significantly increased. The numbers of consumer using online hotel booking continues to grow. This study collected 366 valid samples (leisure travellers) in Kenting and explored the effects of perceived price, brand image, trust, perceived quality and perceived value on consumers' willingness of online hotel booking. The outcomes provide managerial suggestions to help hoteliers make Internet marketing strategy and to increase online hotel booking.
12
Lin, Hung-Yu, and 林弘諭. "The Study Of Private Brand Equity On Consumer Purchase Intention - Consumer Perceived Value As Mediating Variable." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/70285675075925259737.
Full textAbstract:
碩士中國文化大學
國際企業管理學系
100
Taiwan's private brand market is highly competitive. Has become the retailers products weapon. Cause consumers have more choice on private brand products. But now private brand at a low price will be able to win the hearts of consumers. Retailer private brand compete against each other the results are in exchange for the consumers do not believe. The minds of consumers persist in the cheap does not mean good prod-uct. Forcing consumers to regain confidence, must be created from a private brand value. The purpose of this study is to investigate the relationship between its private brand equity and Consumer purchase intention. Consumer purchase intention is often affected by the impact of perceived value. The data used for this study were collected through random sampling. Range in Taipei shops or shopping malls nearby, and part of the online questionnaires. In total of 390 questionnaires were distributed and 339 successful copies returned, that is 86.92% of returnin rate. This study found that: (1)The retailer's private brand equity significantly impact consumer purchase intention. (2)The retailer's private brand equity significantly affect consumer perceived value. (3)The perceived value is the intermediary effect of the re-tailer's private brand equity and consumer purchase intention. Finally, the results of this study provide the basis of the retailers as a reference.
13
Mao, Shou-Hsin, and 冒守信. "The Relationships Among Brand Awareness, Perceived Value And Consumer Purchase Intention - Categories of Consumer Products as Moderator." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/pubwwn.
Full textAbstract:
碩士國立彰化師範大學
企業管理學系行銷與流通管理碩士班
105
This study aims to explore the relationships among brand awareness, perceived value, consumer purchase intention and categories of consumer products.Exploring the effects of brand awareness and perceived value on purchase intention and understanding the moderating effects among brand awareness, perceived value and Categories of Consumer Products.Brand awareness is divided into brand recognition and brand recall.Perceived value are classified five dimensions and the dimensions including quality, emotional response, monetary price, behavior price and reputation are close to the comparisons of consumer products. This study adopted online questionnaire for empirical. The total 400 valid questionnaires were collected and analyzed by SPSS 20.0.The results found that brand awareness and perceived value have significantly positive effect on purchase intention and Categories of Consumer Products has moderating effect between brand awareness and purchase intention. After comparing the differences of effects, we provide some opinions to business practicing marketing management and brand management.
14
Lan, Yu Hsiang, and 藍于翔. "The Study of Promotion, Brand Awareness, and Product knowledge on Consumer"s Perceived Value." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/13989137912997829338.
Full textAbstract:
碩士淡江大學
國際貿易學系
91
Recently, the businesses in Taiwan are over-competitive, and most of products are located in maturity stage of Product Life Cycle; therefore, many enterprises are expecting to increase sales and share of market by focusing on the promotion activities.As a matter of fact, “perceived value”has played an important role when a comsumer is facing a buying decision. Generally, a consumer will buy a product which he/she has perceived a higher value which may be a lower price or higher quality. Under different factors, the consumers’ perceived value are always existed differently consequently, so; the perceived value that consumer received is the topic which the enterprises are more cares. According to the past researches, finding of a consumers’ perceived value have effected by different promotion, brand Awareness, and product knowledge. The purpose of this study is tried to discuss promotion types, brand awareness, product knowledge, and intersecting combination on consumer’s perceptions of value and willingness of purchase. This study examinates the impact of promotion type, brand awareness, product knowledge, and intersecting combination on consumer’s perceptions of value and willingness of purchase. So, this examination manipulates 2×2×2 factorial experimental design and computer printer is affected as an experimental product in this study. This study uses questionnaire which are issued to students in Tamkang University, the returned datum is analyzed by three-way MANOVA and regression analysis. From this study, we have drawn the findings as follow： 1、 There is a significant difference between different promotion types on consumer’s perceived sacrifice, and consumer’s perceived sacrifice of no price discount has higher than price discount. 2、 There is a significant difference between different brand awareness on consumer’s perceived benefits; and consumer’s perceived benefits of high brand awareness is higher than low brand awareness. 3、 There is a significant difference between different product knowledge on consumer’s perceived sacrifice; and consumer’s perceived sacrifice of high product knowledge is lower than low product knowledge. 4、 There is a significant difference in interaction between promotion types and brand awareness on consumer’s perceived benefits, and “high brand awareness/the consumers with higher product knowledge” has resulted in the best perceived benefits. 5、 There is a significant different in interaction between brand awareness and product knowledge on consumer’s perceived benefits, and the “price discount/high brand awareness” has resulted in the best perceived benefits. 6、 There is positive correlation between consumer’s perceived benefits and willingness, of purchase. There is a negative correlation between consumer’s perceived sacrifice and willingness of purchase.
15
TSAI, WEI-LUN, and 蔡維倫. "Relationship among Brand Equity, Perceived Value, Consumer Purchase Intention:A case study of baseball glove." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/zw7ce9.
Full textAbstract:
碩士國立雲林科技大學
休閒運動研究所
104
Baseball is one of the national sports in Taiwan. After the great mass favor of 2013 World Baseball Classic (WBC), baseball touched the other peak. According to the survey of the Sports Administration, the participants of baseball have a good basis in Taiwan. Every sport must have the indispensable gear and baseball gloves were the one for baseball. There have more than ten brands of baseball gloves sold in Taiwan every year, if the brand wants to make the maximum profit, companies should know how to attract the consumers purchase intention, and what the consumer major concern about the products is. The main purpose of the study is to know the baseball gloves brand equity, perceived value how to influence the purchase intention. The questionnaires were handed out to division II of collegiate baseball players in Taiwan, 452 distributed and 402 valid returned. The collected data used the SPSS 21.0 for Windows tool analyzed with item analysis, factors analysis, Schefft’s method, reliability, validity, t-test and regression. According to the result of the research found: 1. the background variable have the significant different on the brand equity, perceived value and the purchase intention. 2. There was the positive effect on brand equity to perceived value and purchase intention. 3. There was the positive effect on perceive value to purchase intention. 4. The perceived value was the mediator between the brand equity and purchase intention.
16
Huang, Han-Ting, and 黃瀚霆. "Spa Image, Brand Image on Consumer Experience and the Impact of Customer Perceived Value." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/23471032903218098131.
Full textAbstract:
碩士世新大學
觀光學研究所(含碩專班)
100
Hot spring industry has been increasingly developed in recent years. The purpose of this study is to investigate how hot spring and brand images affect consumer experience and customer perceived value. The study conducted a questionnaire survey in the recreation area in the “Tang Spaty” in February 2012. There were total 350 valid questionnaires were collected; the data was analyzed via factor analysis, t-test, ANOVA and regression analysis using SPSS. The result of the study showed that consumer experience was positively affected by factors of "hot spring image" and “brand image”. “Perceived Value” was positively affected by “consumer experience”. Meanwhile, “consumer experience” was proved to have mediator effect on the relationship between “image” and “perceived value”. Based on the research findings, some managerial implications are provided in the end of the research.
17
KO, CHI-WEN, and 柯基文. "Effects of Perceived Quality, Brand Image and Perceived Value on Consumer Purchase Intention - The Case of Taiwan Mobile." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/k7vgxp.
Full textAbstract:
碩士亞洲大學
經營管理學系碩士在職專班
107
This study involves a case study of Taiwan Mobile. In the telecommunications industry, the number of users in this sector has been growing until it approaches saturation from the era of mobile phones to smart phones and changes in user habits. According to statistics provided by the National Communications Commission, the total number of users involving all telecommunications operators has reached 29.22 million people the fourth quarter of 2018. In the oligopolistic telecommunications market, competition between brands is intense; hence, it is necessary to improve perceived quality and create brand image by investigating the effects of perceived quality, brand image and perceived value on purchase intention, in order to retain old customers and acquire new customers. This study formulated four hypotheses involving four dimensions, namely perceived quality, brand image, perceived value and purchase intention. Targeting Taiwan Mobile users in Taichung City, data have been collected through online questionnaire. A total of 241 questionnaires were successfully collected, where 211 questionnaires were valid after deducting 30 invalid questionnaires, accounting for 87.55% of the total number of questionnaires collected. were analyzed using statistical software SPSS, in which descriptive statistics, reliability analysis and regression analysis were conducted in this study. Based on the final conclusion, perceive quality and brand image have a positive effect on perceived value, whereas brand image, perceived quality and perceived value have a positive effect on purchase intention. Additionally, perceived quality, brand image and perceived value have a significant positive correlation with consumer purchase intention.
18
Chang, Chao-Lang, and 張昭郎. "Taiwan Travel Fair Promotions, Brand Image, Perceived Value on Consumer Purchase Intent - Product Involvement, Perceived Risk as moderators." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/30760303332419400533.
Full textAbstract:
碩士樹德科技大學
會展管理與貿易行銷碩士學位學程
103
ITF (Taipei International Travel Fair) and KTF (Kaohsiung International Travel Fair) are the most popular, representative and professional tourism exhibitions in Taiwan. ITF &; KTF are unmistakable trends at travel fair every year. In terms of this, the present study asks investigated the sales promotions of the exhibitors, brand images and the influences of customer perceived value on purchase intention combining with the factor analysis of product involvement and perceived risk. The study Data was collected from the internet questionnaires and the interviewees visiting ITF and KTF were chosen randomly as convenience sampling. The data was analyzed by exploratory factor analysis, confirmatory factor analysis, path analysis and hierarchical regression to confirm the correlation of reliability and validity. Results show that sales promotions as well as brand images positively effects on customer perceived value; also customer perceived value positively effects on purchase intention with insignificant interferences from product involvement and perceived risk. The conclusions of present study will contribute to the exhibition organizers by the prospect of conducting sales promotion, brand images and marketing planning of customer perceived value.
19
HUANG, SHENG-HUA, and 黃昇華. "The Influence of Brand Image, Perceived Risk, Perceived Quality, and Perceived Value on Consumer Purchase Intention of auto market in Taiwan." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/4q2rxu.
Full textAbstract:
碩士東海大學
高階經營管理碩士在職專班
107
Under the trend of market liberalization and internationalization, there are many brands and models in the automobile market in Taiwan. The marketing of the auto industry has been gradually adjusted from product orientation to customer demand orientation. Under the background of the above structure and environment of the automobile industry, it's essential to improve customers' purchase intention on one's own car brand products in the future. In addition, it's worth exploring, how consumers will consider and decide on the purchase of cars among many car brands and product categories. The main purpose of this study is the relationship between automobile brand image, perceived risk, perceived quality, perceived value and customer' purchase intention of cars. For those who are willing to purchase a car in the future, 235 valid questionnaires were obtained through the online device. The research results showed that the brand image has a negative impact on the perceived risk, while brand image has a positive influence on the perceived quality and the perceived value. The perceived risk has a negative impact on the customers' purchase intention, while the perceived quality and perceived value have a positive influence on customers' purchase intention. Automakers should establish a good brand image of their own products, which can reduce the customer's awareness of the perceived risk of the product, and having a high brand image can enhance the customer's evaluation of product perception quality and perceived value. By providing the necessary product information or services, the industry can fully understand the advantages of the products, reduce their perception of the perceived risks of the products, strive to improve the quality and value of the products, and enable consumers to have high perceived quality and perceived value of the products. A sense of identity, in order to increase the willingness of customers to purchase our products.
20
Chao, Yu Shiun, and 趙御勳. "The Impcat of First and Second Line CityResidents’ Purchasing Consumer CleaningProducts Brand Trusts,Perceived Value, BrandLoyalty,and Brand Equity." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/27483133569438919729.
Full textAbstract:
碩士大葉大學
國際企業管理學系碩士班
101
China's markets have become more open, When Chinese consumers choose their general supplies, Select brand, type or price,, in this study, the main research is on the first and second line cities of China residents to as the object of research , buy a certain brand of shampoo products in the affected factors. This study explore the two residents of the variables Brand Trusts , Perceived Value ,Brand Loyalty and Brand Equity , To first and second line population in urban areas as the main object , The questionnaire was issued first line cities in China – Shanghai；Second line China cities – Nanning , total of 420 , the total recovery rate of 99%. The results show that: brand trust and perceived value have a positive effect on the brand loyalty；brand loyalty has a positive effect on the brand equity；brand loyalty has mediating effect between brand trust and brand equity.；brand loyalty has mediating effect between perceived value and brand equity.
21
Li, Kun-Jhan, and 李坤展. "The relation between brand image, perceived quality, perceived value, purchase intension and consumer behavior -- A case study of Giant." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/37771752013685163818.
Full textAbstract:
碩士國立臺灣師範大學
運動與休閒管理研究所
98
The purpose of this study was to investigate the relations among brand image, perceived quality, perceived value, purchase intension and consumer behavior of Gaint consumers in Taipei area. The method adopted in this study was questionnaire survey, Gaint consumers in Taipei area were the main subjects, and using purposive sampling in five Taipei Riverside Riding at the end of March to April 2010. Distributing 450 questionnaires and 407 questionnaires were valid. According to the data collected from the questionnaire, descriptive statistics, t-test, one-way ANOVA, chi-square test, Pearson’s correlation coefficients and regression analysis were performed for data analysis. The results were derived as following: The main group of Gaint consumers in Taipei area were male, between 20~39, graduated from college, unmarried and occupation were employee. Brand image, perceived quality, perceived value and purchase intension were only slightly above average in this study. The consumers who ever purchased Giant bike mostly had weekly riding habit, buying Giant bike at the bike shops, the main purchase motivation was sports and fitness, the most important sources of information was the Internet, the key assessment of factors was price. The demographic statistics resulted significant difference with brand image, perceived quality, perceived value, purchase intension and consumer behavior. There were significant relations between brand image, perceived quality, perceived value and purchase intension. The perceived value was the best predictor for purchase intension, and the satisfaction was the good predictor for purchase intension to costumers who ever purchased. Based on the research results, industry managers are suggested to increase the brand image, perceived quality and perceived value to effectively increase the consumer's purchase intention.
22
Baasanbat, Chinzorig, and Chinzorig Baasanbat. "The Study of Perceived Value, Perceived Risk and Brand Image Influence Consumer Select Intention: Example of Mongolia Commercial Bank." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/mxe89d.
Full textAbstract:
碩士大葉大學
企業管理學系碩士班
106
There have been major changes in the financial services sector over the past decade as the industry's competitiveness increases. As a result, more and more bank open and increase competitive market in banking systems. In order to prevent foreign banks and financial institutions face a strong impact of foreign bank competition, and how to get and remain loyal customer has become a big issue for Mongolia bank. The purpose of this study is trying to explore the effect of perceive value, perceived risk and brand image influence customer select intention. Most important and also the contribution of the study is that research still inadequate which conducted on the value of consumers recognized in Mongolia. During these few years, the banking sector has experienced a difficult economic situation in Mongolia, the financial market conditions that growing slow and also for economic activity. As a result, the banking sector credit growth has fallen, also for deposits rate. On the other side, the level of non-performing loans has drastically increased. Accordingly, how to keep loyal customers and attract new customers is the first priority of bank need to face. The finding of the study is that customers perceived value, perceived risk and brand image would affect customer select intention. The result will submit to practical industry and academy for the future research.
23
Yuan, Hsin-Tzu, and 袁幸慈. "The Influence Of Store Image And Store Brand Image On Consumer Perceived Risks, Perceived Quality, Perceived Value And Purchasing Intention Of Store Brand－A Case Of Hypermarket." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/67452933787963958477.
Full textAbstract:
碩士國立成功大學
國際企業研究所碩博士班
94
As the coming of micro-profit period, store brand development becomes more and more popular for retailers, and store brand products turns into another choice for customers. For retailers, store brand can provide higher margin. Therefore it’s important to understand the factors effecting consumers behavior of purchasing store brand products. However, most past researchers focused only on consumer psychological factors like store brand attitude and neglected the extrinsic cues. Among all the production cues, store image and brand image are most critical. Therefore it is important to analyze how store image and store brand image influence the consumer perceived risks and perceived quality of store brand products. Besides, we also analyze the distinct influences on consumer perceived risks and perceived quality of different components of store image and store brand image. In order to proceed the analysis, we collect data from consumers of Carrefour and Tesco and analyze the data. The main results are as follows: 1.The better the store image is, the better the store brand image. 2.Better store image can not only reduce consumer but also promote quality of store brand products. 3.Better store brand image can not only reduce consumer perceived risks of store brand products but also promote quality of store brand products. 4.The better the perceived quality of store brand products is, the higher the perceived value of store brand products will be. 5.Perceived risks and perceived value of store brand products can influence the purchasing intention at the same time. The lower the perceived risks of store brand products or the higher perceived value of store brand products is, the higher the purchasing intention of store brand products will be. Key words：store brand, store image, brand image, perceived risks, perceived quality, purchasing intention
24
Jiang, Jheng-Rong, and 江政融. "A Case Study on the Relationship among Consumer Perceived Value, Brand Image, Consumer Satisfaction and Consumer Loyalty in Bottled Essence of Chicken." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/80389278231394867616.
Full textAbstract:
碩士國立屏東科技大學
農企業管理系所
98
The present study was aimed to detect the relationship among consumer perceived value, brand image, consumer satisfaction and consumer loyalty in bottled essence of chicken. The participants enrolled in this current study were the consumers of bottled chicken essence in Taipei city. Five hundreds of questionnaires were distributed to the participants. The valid number of retrieved questionnaires, totally, is 398 (79.6%). With the software package SPSS for windows 12.0, ANOVA, Pearson Correlations, and Path Analyses were conducted for data analyses. According to the analysis of demographic demonstrated six significant options which are most obviously consumption groups in this section: 1. male who is between ages in twenty-one to twenty-five and thirty-one to fifty; 2. university in education;3. married in marital status;4.“Brands” in Bottled Essence of Chicken of Brand Preference The results suggested that there were significant differences found among consumer perceived value, brand image, consumer satisfaction and consumer loyalty. Nonetheless, brand image was found more related to the consumer satisfaction rather than the perceived value of consumers. The results further revealed that the perceived value of consumers had influence upon the satisfaction of consumer rather than the loyalty of consumers. Moreover, it was also revealed that brand image had direct influences upon the loyalty of consumers. However, there were no indirect influence found between the brand image and the loyalty of consumers. Finally, this study concluded the differences of gender, age, educational level, and types of occupation would be the major variables for consumers’ discrepancies of perceptions. Strategic plans in connection with the above suggested major variables to meet the need of a variety of consumers would be recommended.
25
Hou, Shu-Ya, and 侯淑雅. "The Influences between Brand Image, Brand Relationship, Consumer Perceived Value, and Purchase Intention in Boutique－Product Involvement as a Moderator." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/44599286314298753420.
Full textAbstract:
碩士樹德科技大學
經營管理研究所
100
With the rapid economic development, the average income of householder in Taiwan has been gradually increased, herewith, consumers for the ideal boutique brand awareness has currently promoted. Accordingly, the relationship between salesmen and consumers becomes complex, expectably, the friendly brand relationship between brand and consumers should be improved in general. In view of the above, the perceived value of consumers in luxury brand, accompany with the brand image and relationship establishment will affect purchase intention. This research attempts to explore consumers’ purchase motivation in luxury goods as well as the product involvement to consumers on the choice in luxury goods. We employed quantitative methodology in this research and conducted 340 effective questionnaires to the consumers who purchase luxury goods. Meanwhile, we use different ways to examine the relations and linkage between the reality and theory. The results of the research have found, in addition to the brand image, there is a positive effect between the brand relations and perceived value on purchase intention. Whereas, there is an indirect effect among brand image, brand relationship and customer perceived value on purchase intention as product involvement as a moderating variable.
26
Chu, Chi-Hsiang, and 朱啟祥. "The Influence of Brand Image of Automobiles, Consumer-Perceived Risk, Quality, and Value on Consumer Purchase Intention of Used-Car." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/93318686177493655020.
Full textAbstract:
碩士育達商業技術學院
企業管理所
97
As there are many people that have their own cars in Taiwan, the used-car market grows gradually. But when a consumer decides to purchase one used-car, he or she often faces a variety of unfamiliar or unknown factors. This causes him or her unable to make a prompt decision. Thus it’s the major motivation of this research to study the factors under consideration when one is going to purchase a used-car. The respondents of this research are those who have interests to purchase used-cars. At the end of this thesis, suggestions to car manufacturers and used-car dealers are both made. When consumers associate with the perceived quality in thinking of its brand image, their perceived value on product will further be affected accordingly. The higher the perceived quality, the higher the perceived value is obtained of the product. As a consequence, consumers will increase their intention to purchase used-cars when they feel it’s worthwhile to do that. This thesis gathers opinions, via questionnaires, from people in Taiwan who have interests to purchase used-cars, and 452 samples are collected. The statistical tools used here to analyze the collected data are the independent sampling T-test, one-way ANOVA, factor analysis, and regression analysis. There are three factors obtained for brand image, three for perceived risk, and two for perceived quality. The results of this study are as follows. First of all, the automobiles’ brand image has significant positive effect on the consumer-perceived quality, and it has significant negative effect on the consumer-perceived risk. Second, the consumer-perceived quality has significant positive effect on consumer-perceived value. Third, the consumer-perceived risk has significant negative effect on consumer purchase intention. Finally, the consumer-perceived value has significant positive effect on consumer purchase intention. According to these, we make some practical implications of management here.
27
HUNG, KAI-LONG, and 洪啟龍. "The Study of Relationship among Brand Image, Perceived Quality, Perceived Value and Consumer Behavior ─ A Case Study of i-Phone." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/z2hw69.
Full textAbstract:
碩士康寧大學
企業管理研究所
104
This paper takes the i-Phone as the example via quantitative way of questionnaire to investigate on brand image, perceived quality, perceived value on consumer behavior. The research concludes that the brand image, the perceived quality and the perceived value have significant positive effect correlation with each other. The brand image, the perceived quality and the perceived value effects consumer behavior positively. There are few population statistic variables that are significant differences in each aspects.
28
Kuo, Fu-Jen, and 郭輔仁. "Effects of Brand Image & Perceived Value on Purchase Intention: A Case Study of Brand’s Consumer." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/r44xd7.
Full textAbstract:
碩士遠東科技大學
行銷與流通管理系碩士班
105
In these years, along with Taiwan's technology development and the living standard improvement, our society becomes an aging society and civil diseases occur. Health of people gradually becomes poor. Issues about health catch lots of people’s attention, and these issues lead people to paying more attention to their health care, which makes the healthy food industries spring up. The research focuses on the interaction of consumers with image of brand, perceived value and purchase intention to figure out what customers think about healthy food. The research surveys people who live in Tainan and have bought the healthy food of BRAND'S via questionnaires with 430 effective questionnaires out of 450 ones. The effective response rate is 95.5%. After collecting and analyzing the related data, the conclusion and suggestion would be reported to healthy food company, which would be useful information for making marketing strategy According to the result of this research, image of brand significantly affects consumers’ purchase intention. If customers have more positive impression on the brands before their purchase behavior, they show more loyalty to the brands. Also, customers show more intention to purchase. The perceived value also has the same effect. When customers have more sense of perceived value and more benefits, they will purchase more willingly.
29
YANG, PEI-NING, and 楊佩寧. "The Impact of Brand Trust, Conversion Costs and Perceived Value on Loyalty of Online Booking Consumer." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/xpw9tf.
Full textAbstract:
碩士國立高雄科技大學
觀光管理系
107
OTA (Online Travel Agent) is becoming the prevailing channel for booking domestic travelling accommodations in recent years. However, this type of channel also has direct impact on the business model of hospitality industry itself. This study, taking users’ satisfaction as discriminable variables (high vs. low), expects to understand how OTA users’ brand trust on the hotel property, perceived value and switching cost can influence customer loyalty. Moreover, it also explores how to encourage OTA customers to book accommodation through the direct online channel provided by the hotel. This research subject focuses on the customers made their accommodation through online channel of Kindness chain Hotel. Research method is questionnaire survey and a total of validated 471 questionnaires are retrieved. The research results are as follows: (1) There is no influence on the hotel brand loyalty from the switching cost of OTA users with low service satisfaction. (2) There is no influence on the hotel brand loyalty from the perceived value of OTA users with high service satisfaction. (3) Both the brand trust from OTA users with high and low service satisfaction influence the hotel brand loyalty. We expect to provide the hospitality industry with specific business guidelines on OTA sales through the results of this study. Keywords: brand trust, perceived value, switching cost, customer satisfaction, customer loyalty.
30
PO-WEN, YANG, and 楊博文. "THE INFLUENCE OF PRODUCT INVOLVEMENT ON RELATIONSHIPS AMONG BRAND IMAGE, CONSUMER PERCEIVED VALUE AND PURCHASE INTENTION." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/62100614895764839906.
Full text
31
Li, Yi-Jia, and 李宜珈. "The Impact of Brand Image, Brand Awareness and Perceived Value on Consumer Purchase Intention – A Case of Joysping Organic Soy Sauce." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/b86y58.
Full textAbstract:
碩士國立屏東科技大學
農企業管理系所
104
Abstract Student ID：M10350004 Total pages：94 Title of thesis：The Impact of Brand Image, Brand Awareness and Perceived Value on Consumer Purchase Intention – A Case of Joysping Organic Soy Sauce Name of the Institute：Department of Agribusiness Management, National Pingtung University of Science and Technology Graduation date：June, 2016 Degree Conferred：Master Name of student：Li, Yi-Jia Adviser：Dr. Lin, Yeong-Shenn The contents of abstract in this thesis： In this study, it takes organic soy sauce products of Joyspring company as an example. Aims to explore the relationships among the brand image, brand awareness, relevance and perceived value and purchase intention. Convenience sampling was employed to collect questionnaire samples from 400 individuals who were southern site consumer and internet consumer. This study applies SPSS 18.0 to analysis research data. Including descriptive statistics, reliability analysis, validity analysis, independent- samples t-test, one way analysis of variance(ANOVA) analysis and regression analysis were analyzed. The main results were described as follow: 1. Brand image, brand awareness and perceived value have significantly positive influence on purchase intention. 2. Brand awareness has a significantly positive influence on brand image and perceived value. 3. Brand image has a significantly positive influence on perceived value. Key Words: Joyspring, Brand Image, Brand Awareness, Perceived Value, Purchase Intention
32
Yi-Ling, Hung, and 洪翊玲. "The Relationship Among Brand Awareness, Brand Image, Perceived Value and Consumer loyalty - An Example of ZARA, Uniqlo and H&M." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/vpfezj.
Full textAbstract:
碩士國立臺北商業大學
國際商務系碩士班
104
This research focus on the relationship among brand awareness, brand image, perceived value and consumer loyalty. Based on the questionnaire survey, a total 350 questionnaires were issued to the customers, who had actually purchased or had heard the foreign fast fashion brands, and 300 valid questionnaires were obtained, the valid return rate was 85.7%. The research hypotheses were confirmed by analysis and the research results show that brand awareness and brand image can affect perceived value and consumer loyalty positively also the consumer loyalty have positive effect through the perceived value by the performance of brand awareness, brand image.
33
Feng, Qiu-Yu, and 馮秋語. "The Effect of Consumer Perceived Value of Luxury Brand via Social Media-An Example of Chinese Post-90s." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/hpcnp5.
Full textAbstract:
碩士輔仁大學
品牌與時尚經營管理碩士學位學程
106
As consumers who were born between 1990 and 1999 are gradually growing up as the main purchasing power of the luxury market, they show their purchasing power of luxury brand as core consumers especially in Chinese market. At the meanwhile, with the development of social media, more and more luxury brands start to use social media as marketing tool. The appearance of social media has changed the marketing of luxury brands, and through social media, luxury brands have also established important channels of communication with post-90s consumers who are the main users of social media. For this reason, it is crucially important to know the effect of consumer perceived value of luxury brand via social media. This study takes consumers who were born during 1990 to 1999 in mainland China as the research objects, and used questionnaire survey to collect data. The 317 effective samples are collected through online questionnaires and are analyzed by SPSS and SmartPLS statistical software. Descriptive statistics, common method variation (CMV) and partial least squares (PLS) analysis were used to conduct statistical analysis. According to empirical analysis, while post-90s Chinese consumers are using social media, functional value and price value of customer perceived value all have significant positive relationship with consumer attitudes; consumer attitude has significant positive relation hip with consumer purchase intention. Finally, based on the results of the study, recommendations as a reference for management practices and follow-up research.
34
Sodnomochir, Munkhbat, and Munkhbat Sodnomochir. "The Study of Website Quality, Perceived Value,and Brand Image Affects Consumer SelectIntention-The Case of Mongolia Hospital." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/28tbhf.
Full textAbstract:
碩士大葉大學
企業管理學系碩士班
106
Nowadays, consumer needs and requirements are changing rapidly. In the business world, companies are trying to build competitive advantage strategy not only to attract new customers but also keep remaining loyal customers. Therefore, firms priority mission is to create competitive advantages not just to survive but also for expanding the market. The research purpose is trying to investigate the factors which influence Brand Image, Perceived Value, Website quality on hospital select intention. Furthermore, the study also trying to explore the moderate effect relationship between internet trust and select intention. The research survey covered 815 female participants and was collected online. The study result shows that all independent variables (BI, PV, WQ) have positive influence relationship with health service select intention. Also perceived value has a stronger positive relationship with select intention compared to brand image and website quality. Unfortunately, Internet trust does not have a moderation effect relationship between the website quality and select intention.
35
Chang-YiLin and 林昌儀. "A Multilevel Investigation of Factors Influencing Brand-Oriented, CRM, Marketing Mix, Customer Perceived Value, Brand Equity on Consumer Behavioral Intentions and Firm Performance." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/46152265195132100304.
Full textAbstract:
碩士國立成功大學
企業管理學系碩士在職專班
102
This study adopted multi-level analysis to explore the “brand-orientation, customer relationship management, marketing mix” of the organizational-level and “customer perceived value, brand equity” of the individual-level, influencing “behavioral intentions” and “management performance”. The results are as follows: (1) “brand-orientation” has a significant positive effect on “customer relationship management” and “marketing mix” activities; (2) “brand-orientation”, “customer relationship management” and “marketing mix” have varying degrees of positive effects on organization-level management performance; (3) “functional value”, “experiential value” and “symbolic value” have a significant positive effect on behavioral intentions; (4) “perceived quality” and “brand loyalty” have a significant positive effect on behavioral intentions; (5)“customer relationship management” of the organizational-level do not have an obvious positive moderating effect on the “behavioral intentions” and“customer perceived value” ; “marketing mix” of the organizational-level do not have an obvious positive moderating effect on the “behavioral intentions” and “brand equity”. On practical contribution, the interactive influential relationship between the organizational-level activities and consumer-level response in this study helps business managers to think over and explore the demands of the potential customers, thus strengthening the relationship that customers want and developing products that can impress customers.
36
Lai, Yi-Ling, and 賴怡伶. "The Effects of Corporate Social Responsibility on Consumer Perceived Value and Brand Equity: The Moderating Effect of Fit and Socially Responsible Consumer Behavior." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/23105977155116499315.
Full textAbstract:
碩士國立雲林科技大學
國際企業管理研究所
99
Corporate social responsibility (CSR) is a very popular concept in recent years. Most of the past studies focused on CSR had a positive impact on evaluation of the company. However, there are only few studies examine whether CSR create value to consumers or not. Therefore, this research examines the mediating role of perceived value in the impact of CSR types on brand equity. One hundred and ninety-eight participants were randomly assigned in a 3 (CSR types: philanthropy/ business practices CSR/ product-related CSR) x 2 (fit: high vs. low) between-subject design. Findings partially support our hypotheses and the results showed as follows: 1.Different types of CSR will affect brand equity. 2.Compared to the other two types of CSR, philanthropy activities will affect more emotional value; business practices will affect more social value; product-related CSR will affect more functional value. 3.Emotional value and functional value will affect brand equity. 4.Compared to the other two types of CSR, high fit (vs. low fit) of business practices will affect more social value. 5.Compared to the other two types of CSR, high fit (vs. low fit) of product-related CSR will affect more functional value.
37
Chang, Ya-Chen, and 章雅榛. "The Effect of Perceived Promotion Value, Brand Image and Word-of-mouth on Female Consumer of Cosmetic Purchase Intention." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/02534468663615655568.
Full textAbstract:
碩士義守大學
企業管理學系
102
The purpose of this work is to elucidate how brand image, perceived promotion value and word-of-mouth intention with attitude toward product related, and attitude toward product how to influce purchase intension. Adopted foundation products as experimental product and 420 always bought cosmetic female as experimental subjects. The study adopted experimental design method to examine the effects of brand image and perceived promotion value on the attitude toward product effects and consumers’ behavioral intentions. Then the focus group for long-term use of cosmetics were conducted to explore their inner most true of the answer. The results imply：（1）The symbolic brand image can help to improve the product attitude.（2）The experiential benefits brand image can help to improve the product attitude. （3）Select the direction to buy cosmetics mainly Functional, experiential benefits, last is symbolic.（4）Word-of-mouth intention can help to improve the attitude toward product.（5）The attitude toward product has a positive relationship for the purchase intension.
38
Chen, Li-feng, and 陳歷豐. "THE INFLUENCE OF AUTOMOBILES'' ONSUMER DEMAND AND BRAND IMAGE ON CONSUMER PURCHASE BEHAVIOR--THE MEDIATING EFFECTS OF PERCEIVED VALUE." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/56zws2.
Full textAbstract:
碩士南華大學
企業管理系管理科學碩博士班
101
The purpose of this study was to investigate the automobile consumer demands and the influences of brand image on consumer purchase behavior. The study used perceived value as the mediating variable to explore the issue. The study conducted a questionnaire census on the automobile consumers in Taiwan. First sectioned the consumers into four parts, north Taiwan, middle Taiwan, south Taiwan and east Taiwan respectively, and then execute stratified random sampling according to population ratio. The research included four questionnaires: automobile consumer demand, brand image, perceived value, and consumer purchase behavior. The main findings are as follows: (1) There is significant positive correlation among consumer demand, brand image, post-purchase behavior, perceived value. (2) Perceived value has partial mediation on consumer demand and consumer purchase behavior. (3) Perceived value has partial mediation on brand image and consumer purchase behavior.
39
CHANG, HAN-CHING, and 張涵晴. "The Relationships among Brand Image, Experiential Value, Consumer Innovativeness, Price Sensitivity, and Perceived Risk - The Case of Uber Taiwan." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/s9n75q.
Full textAbstract:
碩士輔仁大學
企業管理學系管理學碩士班
106
In recent years, sharing economy firms are disrupting traditional industries across the globe. These firms bring significant economic, environmental, and entrepreneurial benefits. However, due to the regulations and environmental barriers, it is a challenge for the firms to promote the products or services to the public. But companies in this space can benefit from understanding the behaviors from users and consumers and creating good brand image. The purpose of the study is to find out the relationships among brand image, experiential value, consumer innovativeness, price sensitivity and perceived risk. This section through a questionnaire survey of sample data analysis, the study questionnaires were distributed 421 questionnaires. SEM with LISREL computer program was used to analysis of each association. The results are as follows: (1) Higher brand Image has higher experiential value; (2) Higher brand Image has higher consumer Innovativeness; (3) Higher consumer Innovativeness has lower price sensitivity; (4) Higher price sensitivity has higher perceived risk; (5) Higher brand Image has lower perceived risk. Finally, the above findings provided some suggestions as a reference to improve service quality, and thus enhance competitiveness in the practical fields.
40
Yen, Wei-Ying, and 顏維瑩. "Exploring the Effect of Brand Anthropomorphism on Perceived Value - the Moderating Effects of Consumer Power Class and Product Type." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/9j82w6.
Full textAbstract:
碩士國立東華大學
國際企業學系
106
In the practice of brand management, we can see more and more examples using anthropomorphic strategies. By anthropomorphizing, consumers can use human-centered knowledge to understand brand appeal and brand positioning. In addition, brand dealers manage their brand through anthropomorphic strategies can let their enterprise and brand make a deep impression on the minds of consumers, but also can satisfy people's social contact needs and the feeling of belongingness. The most important is brand can establish a strong and long-term brand-customer relationship by using anthropomorphic strategies. The study uses an experimental approach to explore how brands, after being anthropomorphized, can influence the perceived value of customers for brands. We also further discuss whether consumer power class and product types will influence the perceived value of anthropomorphic brands. The study found that anthropomorphism does increase consumer preferences. However, consumers with low power class have higher perceived value when selecting servant brands, but consumers with high power class have higher perceived value when they choose partner brands. Besides, whether it is hedonic or utilitarian products, consumers have a higher perceived value for partner brands. The results of this study enrich the relevant theoretical content of the anthropomorphic brand.
41
Lee, Chia-Lin, and 李佳霖. "The effect of brand image and perceived value on consumer satisfaction and purchase intention:a case study of luxury hangbags." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/07167769116056806380.
Full text
42
Shun-KuanTseng and 曾舜寬. "The Influence of Price Promotion、Brand Image and Perceived Value on Consumer Purchase Intention－A Study of Brand Packaging Tea Drink's Market in Tainan City." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/3wja6t.
Full textAbstract:
碩士國立成功大學
企業管理學系專班
101
This study is to understand how the tea drinks market operators master the habits and preferences of customers, find the homogeneity of the demand in the different customers between different ethnic groups, and further implement the market segmentation strategy effectively. The motivation of the research is to take Brand packaging tea as the main focus, and identify whether the marketing mode of brand image and price promotion change customers’ perceived value, and further affect customers' purchase intention. The aim of this research is to probe the effects of price promotion, brand image and perceived value on consumer purchase intentions. The research subjects are Tainan City consumers. The sample data are collected by convenience sample method. A total of 550 questionnaires were issued, and 461 valid questionnaires are collected, recovery rate 83.8%. The collected data are processed through factor analysis, reliability analysis, independent sample t-test, MANOVA analysis, regression analysis, and Pearson correlation analysis , in which hypothesis is tested. The results reveal that: (1) Price Promotion positively and significantly influenced Brand Image. (2) Price Promotion positively and significantly influenced Perceived Value. (3) Price Promotion positively and significantly influenced Consumer Purchase Intentions. (4) Perceived Value positively and significantly influenced Consumer Purchase Intentions. (5) Perceived Value has mediating effect on the relationship between Price Promotion, Brand Image and Consumer Purchase Intentions.
43
YANG, CHING-HUA, and 楊清華. "The Relationships among Brand image, Perceived value, and consumer behavior intentions : A Case Study of the Chain Composite baking industry." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/xq5d78.
Full textAbstract:
碩士景文科技大學
旅遊管理系觀光與餐旅管理碩士班
104
This study focuses on investigating the degree of association among bakery chain industry’s brand image, perceived value, and consumer, behavioral intentions. In particular, it focuses on Taipei’s bakery chains, represented by 85oC Daily Cafe and Semeur Bakery. This study was conducted from February to March 2016. A questionnaire was administered to the customers of these bakery chains. Out of the 470 questionnaires that were distributed, 400 were returned. Further, out of these returned questionnaires, 318 were analyzed and the rest were incomplete and thus not included in the analysis. The effective response rate was 79.5%. Descriptive statistics, t test, correlation analysis, regression analysis, intermediary regression analysis, and other statistical analysis methods were employed in this study. The results of this study indicated the following: 1.“Brand function” and “brand affect” of the brand image have significant effects on the different aspects of perceived value. 2.“Brand function” and “brand affect” of the brand image have significant effects on consumers’ behavioral intentions, and out of the two, “brand affect” have the most influence. 3.The “reputation,” “monetary price,” and “emotional responses” of the perceived value have significant effects on consumers’ behavioral intentions, and out of the three, “reputation” has the most influence. 4.Perceived value has a moderate effect on brand image and behavioral intentions. Based on the above results, this study proposes conclusions and suggestions for business owners as a reference for establishing marketing strategies.
44
Li, Tzu-Ying, and 利姿瑩. "The Study of Relationship among Consumer Perceived Value, Brand Image, Customer Satisfaction and Customer Loyalty－An Example of O'right Shampoo." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/3syy6c.
Full textAbstract:
碩士國立屏東科技大學
農企業管理系所
104
The present study was aimed to detect the relationship among consumer perceived value, brand image, customer satisfaction and customer loyalty on purchasing O'right Shampoo product. The limits to object that people who ever bought O'right Shampoo product, and must be lived in Taoyuan, there are totally 480 questionnaires, and only 422 are valid in them, feedback ratio is 93.84%. The application of SPSS 18.0 goes through statistical analyses which are T-test, One-way ANOVA, Pearson product-moment correlation and Path. The results of this study are the following: 1. The majority of the consumers are middle-aged, female high school graduates who work in service industry. 2. In terms of consumer behavior characteristics, most of the buyers spent $3,000-4,500 a year. 3. The consumer's age, education level and the total amount spent yearly on O’right shampoo have significant differences on its perceived value, brand image, customer satisfaction and customer loyalty. 4. The consumers’ perceived value, brand image, satisfaction and loyalty all have positive effects on one another. 5. The path analysis result shows that brand image through customer satisfaction as well as customer loyalty have the most pronounced influence.
45
Chen, Meng-Hua, and 陳孟華. "The Effect of Green Perceived Value, Environmental Attitude, Brand Image and Subsidy Measures On Consumer Purchase Intent for Environmental Appliances." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/16519320615621912897.
Full textAbstract:
碩士國立勤益科技大學
企業管理系
102
Environmental protection is no longer just a slogan.With the rise of global warming, and it’s derived climate anomalies,earth has issued a counterattack. The following study explores the consumer’sgreen perceived value of product, environmental attitudes, brand image and green appliances subsidy measures effect upon the consumer’s willingness to buy environmentally friendly appliances. Through the quantitative analysis of this study, we obtained the following results: First, greenperceived value, environmental attitudes, brand imageand subsidy measures have a positive impact on the consumer’s intent to purchase. Second, aside from career, the demographic factors of gender, age, marital status, level of education and the average monthly income of the individual has a significant affect upongreen perceived value, environmental attitudes,green appliances subsidy measures and purchase intention. By the objective data and information, we have found in the trend of environmental protection, the government should be more explicit and rigorous in formulatiing emvironmental laws and in the audit of Green Mark.In addition to incorporating green consumption related subsidies or incentives, the government should also actively promote environmental protection activities to enhance consumer’s perception of environmental values and attitudes. As a result, the consumer will recognize the importance of environmental protection through the purchasing of environmentally friendly products. Enterprises with real business approach to research and developthelow pollution, energy-saving and recyclable products, necessary to create a cleaner living environment.
46
Ming-Lung, Lu, and 呂明隆. "The Empirical Research among Green Brand Knowledge, Perceived Green Value, Green Brand Relationship and Green Purchasing Intention:Taking the Case from Consumer of Reverse Logistics Remanufactured products." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/10004536713376863196.
Full textAbstract:
碩士國立高雄應用科技大學
企業管理系碩士在職專班
99
The natural environment can no longer withstand the pollution and destruction imposed by human beings due to our mass consumption, our triumph over Nature and our fight with Nature for resources and space. Today, the environmental issue has crossed the regional line and become a problem collectively faced by human beings worldwide. Businesses will inevitably take greater responsibilities for their products in the future. Among the strategies of sustainable development, waste reuse and the use of recycled resources have been considered one of the key issues for businesses. If given a reason for businesses to engage in environmental protection, recycling and reproduction of their products brought by reverse logistics would be the most direct and legitimate. Businesses should also explore consumers’ reactions towards green value and green brand for the purpose of exhibiting marketing Intentoin with green competitiveness. On that basis, businesses may have more opportunities to gain greater profits and further develop a green brand (Huang et al. 2010). The subjects aimed by this study were the consumers with the experience in purchasing reproductions derived from reverse logistics. The empirical results showed that green brand and perceived green value had significant impact on consumers’ future green purchasing intentoin by considering the three aspects falling under green brand relationship: trust, satisfaction and expectation subordinate to attachment. Two paths from green brand knowledge to green purchasing intentoin were obtained. One path indicated the result from having strong brand power and the other showed the result from not having brand power.
47
Chen, Ping-yu, and 陳屏妤. "A study of the relationship among Brand Image, Viewing Experience,Perceived Value and Behavioral Intention of consumer in Dance Exponent Five." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/68586066207758995601.
Full textAbstract:
碩士國立雲林科技大學
休閒運動研究所碩士班
101
In recent years, development of performing arts became more popular, appreciated the performing arts is one of people’s leisure activities, domestic performing arts organizations everywhere, consumer behavior is even more emphasis on performing arts groups and elements required.The study discussed the relationship between brand image, viewing experience, perceived value and behavioral intention of consumers in Dance Exponent Five. This study focuses on the consumers who watch the Dance Exponent Five modern dance perform.It adopted convenience sampling for the questionnaire to research, acquire 210 effective questionnaires. The auther applied the descriptive analysis, exploratory factor analysis, t-test, single factor variance analysis, scheffe’s method, validity analysis and linear structural equation modeling were used for data processing. The results of the study provided the following: （1）The different gender is significant differences in brand image; the different gender is significant differences in viewing experience. （2）Consumer of watch Dance Exponent Five brand image imposes significant and positive impact on viewing experience; brand image of the consumer has no significant positive affects towards perceived value; viewing experience imposes significant and positive impact on behavioral intention; viewing experience of the consumer has no significant positive affects towards behavioral intention; perceived value imposes significant and positive impact on behavioral intention; brand image of the consumer has no significant positive affects towards behavioral intention.
48
Lin, Chun-Yu, and 林俊佑. "The Effect of Perceived Value、Brand Image and Customer Satisfactionon Consumer Purchasing Decision- An Example of Financial Holding Company in Taipei Area." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/23794322821696153515.
Full textAbstract:
碩士真理大學
管理科學研究所
93
In the continuing economic growing, Taiwan consumer’s consumption financial products are obviously increased. So the successful factor that the brand images and consumers' perceived value are the key to often used for regarding as the long-term and selling, will produce consumers to go to the same financial service company or the person who has more specific brands industry or the purchase of serving for a long time, too. The effect of perceived value、brand image and customer satisfaction on consumer purchasing decision —an example of financial holding company in Taipei Area. 400 questionnaires were distributed and 396 effective was collected. Reliability analysis, LISREL analysis were used to test the hypotheses. The major findings of this study include：（1）the consumer’s customer satisfaction was significantly positive affected by perceived value.（2）the financial holding company’s customer satisfaction was significantly positive affected by brand image.（3）the consumer purchasing decision was significantly positive affected by customer satisfaction.（4）the financial holding company brand image was significantly positive affected by perceived value.
49
Lin, Hsi-Liang, and 林錫亮. "The Study of Brand Awarness and Perceived Value Effect on Consumer`s Re-buying Will-Take International Famous Sporting clothes for example." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/07096617372978524722.
Full textAbstract:
碩士大葉大學
管理學院碩士在職專班
100
The Study of Brand Awarness and Perceived Value Effects on Consumer`s Re-buying Will-Take Intertional Famous SportingClothes for example Student：Sea-Lang Lin Advisor：Prof.Ming-Kuo Chuang Da-Yeh University ABSTRACT This research explores the relationships among brand awareness,perceived value and consumer`s re-buying will,take international famous sporting clothes for example.The researcher distributed 500 questionaries to consumers, 479 valid questionaries were returned.The researcher analyzed results using SPSS stastical software,drawing the following conslusions: 1.Higher brand awareness attracts higher perceived value.There is a significants positive influence. Higher brand recall attracts higher perceived value.There is a significants positive influence. Higher brand recognition attracts higher perceived value.There is a significants positive influence. 2.Higher perceived value attracts higher consumer`s re-buying will.There is a significants positive influence. Higher functional value-performance/quality attracts higher consumer`s re-buying will.There is a significants positive influence. Higher functional value-price/value for money attracts higher consumer`s re-buying will.There is a significants positive influence. Higher social value attracts higher consumer`s re-buying will.There is a significants positive influence. Higher emotional value attracts higher consumer`s re-buying will.There is a significants positive influence. 3.Higher brand awareness attracts higher consumer`s re-buying. There is a significants positive influence. Higher brand recall attracts higher consumer`s re-buying will. There is a significants positive influence. Higher brand recognition attracts higher consumer`s re-buying. There is a significants positive influence. Key Words: brand awareness, perceived value, consumer`s re-buying will
50
Shih, Kuo-Yu, and 石國鈺. "The Influences of Brand Image, Consumer Perceived Value on Purchase Intention for Mainland China Tourists－In the Case of DIN TAI FUNG." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/7mna4t.
Full textAbstract:
碩士中國文化大學
企業實務管理數位學習碩士在職專班
103
There are natural landscape and delicious food in Taiwan that promote growing popularity. In the present, tourists from China is the main ethnic group for Taiwan tourism. However, most of the Chinese tourists come to Taiwan for the first time that is rare to find the study relates with their consumer behaviors. To understand the relationship of brand image, consumer perceived value on purchase intention for Mainland China Tourists is important for the store branding development that can even support some data to the strategy of tourism. The purpose of the study is that to investigate the influences between brand image, consumer perceived value on purchase intention for Mainland China Tourists that ate in DIN TAI FUNG restaurant. 519 data were collected by used the structured questionnaire. Results shows: 1. Mainland China Tourists have good brand image. 2. Mainland China Tourists feel nice of consumer perceived value. 3. The purchase intention is acceptable of Mainland China Tourists that went to DIN TAI FUNG restaurant. 4. There are significant correlation of brand image, consumer perceived value and purchase intention. 5. Brand image predictable re-purchase intention, and perceived value has intermediary effect. Accordingly, Mainland China Tourists first time go to Taiwan that is quite satisfactory for brand image and customer perceived value that might raise the purchase intention. In addition, brand image and customer perception of price can predict the customer's willingness for re- purchase effectively.