| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 87 === Title of Thesis: The Study of Parent Brand and Total pages:156
Sub-brands for Consumer Purchasing Behavior
Key words: Parent Brand, Sub-brands, Subbrand, Consumer Behavior
Name of Institute: The Graduate Institute of International
Business,Tamkang University
Graduate Date: June 1999 Degree Conferred: Master
Name of Student: Yi Ting Chang Advisor: Dr. Chin-wen Huang
張 怡 婷 黃 志 文 博士
Abstract:
The use of sub-brands is one of the branding strategies that a great deal of business has frequently employed. When a company offers an endorsed sub-brand, the name of company becomes parent brand ; the name of new product brand becomes sub-brand. However when consumers buy a product, such as the Ford Taurus car, are they purchasing a Ford─parent brand, a Taurus─sub-brand, or a combination of the two? Do consumers make decisions in relation to their brand recognition? their attitudes towards brand? or their judgement in confidence?
The purpose of this research is to investigate the relationship between the four variables: information, brand recognition (parent brand and sub-brand), attitude towards brand, and judgement in confidence. Besides, this research also explores the difference between four life-style groups on the attitudes towards brand, the judgements in confidence, and on the consumer demographic characteristics.
The data were obtained from a stratified random proportional allocation sample from the students at Tamkang University. The summaries of research findings are as follows:
1. The relationships between information and brand recognition are existed. It shows that the greater the use of information, the greater the recognition for the parent brand and sub-brand.
2. The relationships between brand recognition and the attitude towards brand are existed. It shows that the greater the brand recognition, the greater the attitude towards the parent brand and sub-brand.
3. The relationships between brand recognition and the judgement in confidence are existed. It shows that the greater the brand recognition, the greater the judgement in confidence for the parent brand and sub-brand.
4. Different life-style groups have significant difference on the attitudes towards brand —taste, fragrance, promotion activities, advertisement impression﹔the judgements in confidence--purchasing experience, choosing suitable taste ﹔and on the consumer demographic characteristics--sex.
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