THE IMPACTS OF SELF AND COUNTRY OF MANUFACTURE ON BRAND ATTITUDE－PRODUCT INVOLVEMENT AS MODERATOR

• Main Authors: Hsiang-Lan Huang, 黃香蘭
• Other Authors: Ming-Chuan Pan
• Format: Others
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/92352750191285988152

碩士 === 大同大學 === 事業經營學系(所) === 97 === Under professionalization and globalization impacts, the “mixed blood” products appear due to the change of product manufacturers and marketing activities. The consumers will have different brand attitude due to individual characteristics, image of country of manufacture, and level of product involvement. This research objective discusses the impacts of self, country of manufacture and product involvement on brand attitude. The research were tested using ANOVA, adopting in a 2 (self-concept: high/low) * 2 (self-construal: independent / interdependent) * 2 (the image of country of manufacture: high/low) * 2 (product involvement: high/low) between-subjects experimental design. The dependent variable of this study is consumers’ brand attitude evaluations. The total of 266 students (undergraduate, graduate, and EMBA) at Tatung University participated in the study. This research results are as follow: 1. For the high self-concept consumers, when facing high involvement products the brand attitude is higher than low-involvement products. 2. For the low self-concept consumers, when facing low involvement products the brand attitude is higher than high -involvement products. 3. The products from the high image of country of manufacture will have higher brand attitude in the high product involvement than low product involvement. 4. The products from the low image of country of manufacture will have higher brand attitude in the high product involvement than low product involvement.