| Summary: | 碩士 === 醒吾技術學院 === 全球運籌管理研究所 === 101 === This study probed into the correlations among brand image, brand equity, and consumer willingness, in order to better understand consumer evaluations of corporate brand images (e.g., symbolic, functional, experiential) and the effect of brand equity (e.g., brand loyalty, brand awareness, perceived quality, brand association relevance, and the discussion of brand equity) on consumer willingness to purchase. This study conducted a questionnaire survey on hotel consumers in Taiwan, in order to understand the issues raised in this research.
The empirical results showed that, stronger brand image has a greater influence on brand equity, thereby resulting in higher consumer willingness. This study suggests that enterprises should strive to establish good brand images in order to improve social perception, thereby increasing consumer willingness to purchase and sales volume.
In this study, consumers of well-known branded hotels were selected as the subjects. A total of 366 questionnaires were distributed, with a total of 399 valid responses collected. The data were analyzed with sample structural analysis and regression analysis. The results are as follows:
1. The analysis of demographic variables suggested that those with higher levels of educations paid greater attention to the functionalities of brand image.
2. There is a positive correlation between brand image and brand equity, meaning that the establishment and management of brand image can enhance brand equity.
3. There is a positive correlation between brand equity and customer consumer willingness relevance, meaning that the growth of brand equity can enhance customer consumer willingness.
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