| Summary: | 博士 === 靜宜大學 === 企業管理研究所 === 98 === By the literature review, previous research showed that brand image on purchase intention has a crucial impact, and also indicated that customers not only focuse on the function of product but care about the brand logo of symbolism. However, few researches were to explore that brand image is affected by the the location of brand logo. The purpose of this study is to explore the relationship with the location of brand logo, brand image, purchase intention, overall liking, overall attitude, and product evaluation.
A 2 (brand image: high vs. low) × 2 (brand logo: explicit vs. implicit) between-subject factorial design was used to examined our hypotheses. Study 1 has 125 surveys; study 2 has 119 surveys; study 3 has 120 surveys. Experiment 1 results revealed the following: (1) Brand image are positive to influence purchse inention and product evaluation, and (2) when brand logo is explicit, brand image are positive to influence overall liking, overall attitude, and product evaluation. Experiment 2 findings showed the following: (1) Brand image has a negative effect on purchse intention, and (2) when brand is implicit, brand image has a negative effect on purchase intention and overall attitude. Experiment 3 results indicated the following: (1) Brand image has a negative effect on purchse intention and overall attitude, and (2) when brand is implicit, brand image has a negative effect on purchase intention and overall attitude. Finally, according to conclusions of this study, the practical suggestions are the following: (1) companies should focus on establishing the brand image (2) to help marketers clarify the level of brand image, its product design and improved relevant strategies.
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