A Study of Consumer Purchasing Intention Affecting by Corporate Image and Brand Equity—A Case of Life Insurance Company X

• Main Authors: Sheng-Cheng Wu, 吳聲政
• Other Authors: Yuemin Kang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/89597479752979179142

碩士 === 逢甲大學 === 保險所 === 94 === This study attempts to provide a close examination of the application of corporate image and brand equity in life insurance industry in Taiwan. It mainly focuses on the issue that whether the related activities for improvement of corporate image would influence the evaluation given by consumers. It aims to investigate the interactions among three variables: (1)evaluation of corporate image; (2)brand equity (including brand loyalty, brand awareness, perceived quality, and brand association) and (3) consumers’ purchasing intentions. In this quantitative study 350 questionnaires were distributed respectively to X insurer and other companies for further comparison. The results show that both public activities and advertisements of X insurer could leave strong impressions on consumers, but can only the identification of consumers elicited by the public activities significantly influence evaluation toward the insurer. Evaluation from consumers though may not play a crucial role on affecting the purchasing intensions, it still notably affect the brand equity. As for the brand equity, it could apparently influence consumers’ purchasing intentions. The finding of this study could be a reliable reference for the practices in life insurance industry to establish its corporate image and brand equity.