| Summary: | 碩士 === 淡江大學 === 國際企業學系碩士班 === 101 === Globalization brings about intense market competition and shorter product life cycle. Many enterprises must add new elements to products to develop new products and induce the new products into the weakening environment. Many factors can affect the complex process of new product introduction. The research takes iPhone 5 for example to explore the impact of brand trust, brand association, brand involvement, promotional frequency cognition, user experience, etc, upon brand attachment and purchase intention.
The results showed that the independent variables have more impact upon brand attachment than purchase intention. The study suggests that working on brand attachment increase the overall corporate value. The results are able to provide a more specific pathway to the research about consumer behaviors and consumer’s brand attachment and purchase intention.
The follow-up research is allowed to dig deeper into the notion that the study advanced for analyzing the possible values that can be brought to corporations.
|
|---|
