| Summary: | 碩士 === 淡江大學 === 管理科學研究所 === 92 === In recent years the brand management has become a famous doctrine, not only because the company may use a brand as a symbol to convey product information to the consumers, but also the practitioners even list brand value as an important item to weigh a corporate finance value. It is too numerous to cite individually about the studies of brands, and academia puts a value on the studies about brand associations in process of time. Because the brand association is one constitutive factor of brand equity, it also affects the consumer behavior simultaneously. Many scholars invested in the related studies and proposed respective viewpoints resulted in different opinions about the dimensions of brand associations, even also different qualitative and quantitative methods to measure brand associations. Nonetheless, there is only a bit of articles discussing the effects of brand associations on consumer response. This kind of phenomenon caused this article to look into the relationship between both of them.
First, we discovered generalized dimensions of brand associations from relative literature. They are brand image, perceived quality, and brand attitude. Then we used regression analysis to examine the relationships between the dimensions of brand associations and consumer response (the willingness to pay a price premium, recommend, and accept possible brand extensions to other product categories). Our findings showed that:
1.The consumer''s perceived quality and brand attitude positively affect the consumer’s willingness to pay a price premium for the brand, and perceived quality is a principal factor.
2. The consumer''s perceived quality and brand attitude positively affect the consumer’s willingness to recommend the brand, and brand attitude is a principal factor.
3. The consumer''s brand attitude positively affects the consumer’s willingness to accept possible brand extensions to other product categories.
The findings demonstrated the brand image didn’t have significant effects on consumer response. This is because our research product is shampoo, which is in a intensely competitive market. Therefore the brand image is unable to be the crucial factor of affecting consumer response. When the enterprise wants to promote the influence of the brand to consumer, they can focus on perceived quality and brand attitude. We can cultivate consumer’s perceived quality through comparative or interesting expressions in advertisement for simplifying the information processing in the consumer’s mind. To develop the consumer’s brand attitude, we should try to satisfy every step of consumer’s purchase decision-making, from information receiving, product packing, purchase situations, post-sale services and so on, to promote the consumer’s whole appraisal to the brand.
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