| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === ABSTRACT
Patchwork industries have low entry barriers and the difference of the products is low. The scale is also not large. The products can be easily copied. So the bargain and competitions among patchwork industries are strong. Consumers’ brand attitude can affect purchase intention. Through brand attitude, we can understand the position of the brand on consumers' mind. Therefore, brand attitude is one of the important marketing strategies.
This paper, based on type of premium promotion, situation of premium promotion and characteristic of premium promotion, is to test the affection on brand attitude and purchase intention. The main results are as follows：
Type of premium promotion and situation of premium promotion are negative on brand attitude. Characteristic of premium promotion is positive on brand attitude. It is possible that the consumers' brand consciousness of patchwork industries is not strong. The factories have small brand. The connection between the brand and premium promotion is not high.
Type of premium promotion and situation of premium promotion have significant effects on purchase intention. But characteristic of premium promotion is not supported. We suppose that premium promotion is used too much. When buying the patchwork products, consumers can get premium promotions. Gradually, they are tired of premium promotion. So characteristic of premium promotion is not significant on purchase intention.
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