The Influence of Brand Image and Price Discount on Perceived Quality, Perceived Value, and Purchase Intention - take sneakers for example.

• Main Authors: Yu-ChunDeng, 鄧羽君
• Other Authors: Tseng-Chi Liu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/74q7cr

碩士 === 國立成功大學 === 企業管理學系 === 102 === There are so much research studies that explore the conditions under which brand, price, perceived quality, perceived value and purchase intention, but most of them focus on the brand and perceived quality to customer on the product evaluation. A little empirical literatures had has focus on the effect of both price promotion and affective outcome of perceived quality on the purchase intention of customer. This research was designed to investigate perceived value the brand image (BI), price discount (PD), perceived quality (PQ), perceived value (PV) and purchase intention (PI) in consumer evaluation of sneakers brand. Survey materials were collected from university student and graduate of National Cheng Kung University. A total of 356 respondents evaluated different experimental design (BI/PD)in sneakers category. Relationships between constructs are examined using ANOVA. The results of this research ensured that the brand image, perceived quality and perceived value has positive impact on purchase intention. But the perceived value has more impact on purchase intention than others factors. The research a result also shows that brand image and price discounts interact is not significant on the perceived quality. Finally, the study supports the conclusion that affective perceived value is positively related to the purchase intention of customer evaluation. According to the results, the brand business should to consider the important of brand image for sneakers market. And several useful suggestions for sneakers firms to implement the marketing price strategy effectively are proposed. Furthermore, there are implications in the results for firm to enhance brand image of their market.