| Summary: | 碩士 === 健行科技大學 === 國際企業經營系碩士班 === 104 === Brand is not only the most important factor for an enterprise to distinguish its self, but also the most important identification when customer purchasing merchandises. In order to make the brand deeply rooted in the minds of consumers, companies must take a proactive approach. As a result, if an enterprise wants to enhance customer’s purchase intention, it is necessary to find out the factors that influence customer and brand relationship quality on the brand.
The study base on the self-concept theory as the theoretical framework to examine the customers between the self concept and brand relationship quality of the brands, and analysis brand relationship quality, its effect on consumer’s purchase intention. Finally, the question is whetherthe enterprise customer orientation for affect relationship quality and consumer purchase intent
The present study employs hierarchical liner modeling to assess the hypotheses. In total, 600 surveys were distributed, and a total of 547 valid samples were retrieved from 30 brand web site (a valid response rate of 91%).
1.The impact of actual self concept for brand relationship quality is positive.
2.The impact of ideal self concept for brand relationship quality is positive.
3.The impact of brand relationship quality for purchase intention is positive.
4.The impact of customer orientation for brand relationship quality is positive.
5.The impact of customer orientation for purchase intentionis positive.
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