Occupational Pellets Brand Image; Brand Attitude;Purchase Intention Study

• Main Authors: Ku, Ting-Hua, 古庭華
• Other Authors: Yang, Ho-ping
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/17590325646921355647

碩士 === 中國文化大學 === 國際企業管理學系 === 101 === In recent years, the national income and improve the implementation and two days off every week, so more and more people are willing to spend time and money on leisure sports, and occupation of the popular movement, and many people began to concern the occupation movement, in addition to watch programs are more and more people are willing to approach to watch and buy merchandise, but how a occu-pation pellet talent showing itself is an important topic.This study discusses occupa-tion pellet to establish brand image to enhance the target consumer group identity, to enhance consumer brand attitude and purchase intention. Objective: the purpose of this study was to explore the relationships between occupation sports team brand image, brand attitude, purchase intention, and to pro-vide the sports industry related units to formulate development policies. A question-naire survey method to collect data, questionnaire recovery after the application of SPSS for Windows 17 statistical software package, were conducted descriptive sta-tistical analysis, one-way ANOVA, analysis, validity of hierarchical regression anal-ysis. Results: (1) have positive influence relationship between brand image and pur-chase intention; (2) the brand image and brand attitude positively influences; (3) the brand image and brand attitude positively influences brand attitude; (4) has a medi-ating effect on brand image and purchase intention.Research. Conclusion: the occupation sport teams should to establish team brand image as the most important consideration, in order to improve the recognition of the pellet fans, fans of the team and enhance the brand attitude. Occupation sports team should pay attention to the fans brand attitude, as shown by fans of the brand attitude is an important asset occupation sports team; the brand image and the fans and the fans purchase intention depends on the occupation of pellets brand attitude, so the occupation sport teams from the brand image and brand attitude at strategies for improvement, and fans of the occupation pellet commodity purchase intention.