| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 100 === The smartphone market growing rapidly, thus many brands starts to spring up such as HTC, Samsung and APPLE, which refresh the market share of mobile phone; and from the market share we could able to glimpse that consumer’s percept about the brand could shifted when facing different products.
Therefore, this study expects to disclose and explore the brand effect of smart phones through consumers brand association.
Due to consumer would select the right smartphone in efficiency way thus they often choose base on the brand image and brands personality; in this case this study is to probe the influence of brand image and brand personality effect on consumers motivation of purchasing a smartphone.
This study adopt questionnaire method, issuing 500 questionnaires in total, excluding 52 invalid questionnaires, the 448 valid questionnaires contributed to test and understand the how brand image and brand personality take influence on consumers motivation for the purchase smart phone. The study shows the following results:
“Symbolic brand image” are easier drown consumers attraction same as those brands with anthropomorphic personality such as "excitement" and "power" which raising the purchasing motivation compared to those focus on “functional brand image” and "empirical brand image".
Brand image and brand personality play a significant role on consumers purchasing motivation for a smartphone.
Through the gap analysis of demographic, reveal that brand image and brand personality could be impacted by consumer’s salary and age. Especially for those brand image focus on "symbolic image" and those brand personality focus on “excitement” and “power” they are significant impact on consumers.
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