| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 103 === In the past studies, most of the researches on brand attitude usually used the model of "Belief, attitude, and behavior", few studies researched that different factors from different dimensions would affect attitude, and few studies used brand familiarity as moderator. The main purpose of this study is to propose a framework that Taiwanese consumers’ psychological factors of global brands attitude will effect consumers’ willingness to pay or not. By using rational factors, emotional factors and social norms factors, and using brand familiarity as moderator to evaluate whether brand familiarity will moderate consumers’ global brand attitudes or not.
In this study, 485 valid questionnaires were returned. The ANOVA analysis shows that between “BIRKENSTOCK” - the brand from developed countries, and “havaianas” - the brand from developing countries, consumers’ attitudes toward these two global brands have significant differences. Using regression analysis, it shows that both “BIRKENSTOCK” and “havaianas”, both of their country of origin (COO) and group conformity (GC), have significant positive effects on global brand attitude; global brand attitudes have a significant positive effect on willingness to pay; while brand familiarity among countries of origin, ethnocentrism and group conformity have no moderating effect. This study discusses the theoretical and managerial implications of the findings.
|
|---|
