| Summary: | 碩士 === 龍華科技大學 === 商學與管理研究所 === 101 === In this study, the object population is domestic college students. Our mainly purpose is to verify the relationship between H’s brand equity, perceived values and purchase intention. We expect to provide H company some specific recommendations on marketing strategy and brand management.
This study used data collected from college students in Lungwha University. Totally 300 questionnaires were delivered, and 152 questionnaires were valid. We used empirical way to expore H’s brand equity, perceived value and purchase intention relationship. The results show:1.Brand equity has a significant positive impact on purchase intention. 2.Brand equity has a significant positive impact on perceived values. 3.The impact of perceived values on purchase intention is not significant. 4.The Intervening effect of perceived values within brand equity and purchase intentin is not significant, but the sub-dimensions, emotional value and quality function value, exist intervening effect between brand awareness、brand loyalty and purchase intention.
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