The Effects of Brand Story , Brand Attitude , and Perceived Value on Purchasing Intention
碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === This study aims to explore the relationship of brand story, brand attitude, perceived value and purchase intention: It investigates the effect of brand story on brand attitude; the effect of brand attitudes on perceived value; the effect of perceived value on p...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/56867427711217857095 |
| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === This study aims to explore the relationship of brand story, brand attitude, perceived value and purchase intention: It investigates the effect of brand story on brand attitude; the effect of brand attitudes on perceived value; the effect of perceived value on purchase intention; and the mediating effects of perceived value on the relationship between brand attitude and purchase intention. The empirical results showed that: (1) Brand story has a positive impact on brand attitude; (2)Brand attitude has a positive impact on perceived value; (3) Perceived value has a positive impact on purchase intention; (4) Perceived value mediates the relationship between brand attitude and purchase intention
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