| Summary: | 碩士 === 南台科技大學 === 國際企業系 === 94 === The study attempts to set up a theoretical framework that emphasizes the brand signal credibility as the main antecedent of brand equity and purchase intention. Some of the vital results are shown as below：first, brand signal credibility is the primary determinant of brand equity. Second, the consumer purchase intention is deeply influenced by brand signal credibility and brand equity simultaneously. In the study structural equation modeling was employed and further found out：third, consumer perceived risk, quality and price sensitivity can not significantly influence purchase intention in direct, whereas indirectly affect it via brand equity. Thus, the finding proved the value of brand existence once again. Finally, our result indicates high brand signal credibility will significantly promote consumer perceiver quality but reduce perceived risk as well as price sensitivity.
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