| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士在職專班 === 96 === Brand image is essential in marketing, because it is a hint as an information. Con- sumer use brand image to judge the quality of product. In addition to inspire the purcha- se behavior. However, brand image was stored in the mode of consumer’s memory. Per- fect brand web connection has become an important purchase factor of decision-making. Good and positive brand image not only increase product value but also inspire purchas- e intention. and also promote the product and service quarities of an entriprise.
In order to understand the relationship between brand image and purchase intenti- on, this study use Brand Image as the independent variable to study the relationship bet- ween Brand Image, Country of Origin and Purchase Intention for European and Japan- ese imported small vehicles.
Samples of this study were collected from elementary school teachers in Changh- ua county. Total sample size was 382 consumers. According to athe analysis done under regression model, noticeable impact derived from the brand image and purchase intenti- on for European and Japanese imported small vehicles was confirmed. Moreover, rema- rkable and positive relationship between Country of Origin aand Purchase Intention was also affirmed. Samples of this study had more higher puchase intention, aand maximam acceptance about imported small vehicles made in Japan.
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