The impact of brand cognition and brand differentiation on purchase intention -mediated by corporate social responsibility and cognitive style

• Main Authors: WANG, WEI TI, 王韋迪
• Other Authors: CHIEN, LUNG HSU
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/5a8zqr

碩士 === 德明財經科技大學 === 行銷管理系 === 103 === This research main through three kinds of brand case for an object, using cognitive style and corporate social responsibility as interference variable, discussion it’s brand cognition for purchased intentions of effects why. Method using electronic questionnaires and paper questionnaires to investigate to consumers. We delivered 310 and received 269 effective questionnaires from consumer by Descriptive statistics, Factor analysis, Reliability analysis and Hierarchical regression analysis. After the real diagnosis analysis discovered that： 1、The Brand cognitive has significantly influence Purchase Intentions. 2、The Lee zen story has significantly influence Purchase Intentions. 3、The Tasty story has significantly influence Purchase Intentions. 4、The Feeling18 story has significantly influence Purchase Intentions. 5、The Analytic Cognitive style has not significantly influence Purchase Intentions. 6、The Intuitive Cognitive style has not significantly influence Purchase Intentions, but the Intuitive Cognitive style can interact in the present study. 7、The Corporate social responsibility has significantly influence Purchase Intentions.