The Impact of Brand Equity to Purchase Intention - Based on Confidence Benefit as Moderator Variable

• Main Authors: HSIAO-YI CHOU, 周孝怡
• Other Authors: Bin-Tsann Yang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/76056054134579826633

碩士 === 中國文化大學 === 國際企業管理研究所 === 94 === In this era that consumers pursue after personalized, differentiated products, and brand power is taken as the most competitive, effective asset, product function is no longer the only issue that would influence the consumer’s behavior. Brand, becomes another important variable. Brand equity covers the whole conception and attitude that consumer holds to a brand. How to establish higher brand equity is now a critical issue to every brand managing executives. In order to further develop the knowledge of Brand Equity, this study used Brand Equity as the independent variable to study the relationship between Brand Equity and Purchase Intention. In the mean time, by utilizing the Confidence Benefit as moderate mechanism, this study further clarify the relationship between the said two variables. Samples of this study were collected from the consumers who ever conducted purchase behavior in the IKEA stores around Taipei metropolitan area. Total sample size was 333 consumers. According to the analysis done under hierarchical regression model, noticeable positive impact derived from the brand loyalty, perceptional quality and brand association of brand equity to the purchase intention was confirmed. Moreover, remarkable and positive relationship between interference effect of confidence benefit to brand loyalty and purchase intention was also affirmed.