A Study of the Relationship between Self-Identity, Brand Image, Materialism and Involvement

• Main Authors: Yan-Min Chang, 張彥敏
• Other Authors: Chia-Shu Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/43452101831783289482

碩士 === 真理大學 === 企業管理學系碩士班 === 102 === The famous brand goods always a symbol of fashion and popular, so that people want to carry on, which is especially true in today's society. In addition to those high incomes, university students, graduate students, as well as low-incomes, all became followers of famous brand goods. All these phenomena are found that in the different studies which are referred to brand image and self-identity, materialism and involvement in literature. Consumers may be able to, through the high brand image products, satisfy the self-identification with the. However, materialism appears to be attracted for high brand image products and have a greater purchasing intension. In addition, on the involvement of the products, consumers may vary depending on the level of the brand image. This study use famous brand-name handbags as an example, focus on young consumer group age 18-34, as the main research object. Total 275 questionnaires are distributed, received and filtered out valid questionnaires for 272. For further analysis SPSS 22 statistical software is used to analyze the relationship between variables and test the hypotheses. Research finding suggests that a high brand image will result a high consumer's self-identity; brand image and materialism are positively correlated and these two factors influence consumers ' purchase behavior; and there is no significant correlation between involvement and brand image. Different gender, ages and education level demographic variables will result different brand perceptions.