| Summary: | 碩士 === 輔仁大學 === 織品服裝學系碩士班 === 104 === This research is based on female adjustable underwear. From the consumers’ point of view to explore the relationship between age, marketing communication, access types, and brand image. Through the Product Developing Group of Wacoal and 18 female interviewees, depth analysis the most representative product of Wacoal’s X Adjustable Underwear in Taiwan. Then creating survey based on the preliminary conclusion, types of marketing communication and distribution this three independent variable and brand marketing dependent variable, in order to clarify the impact of the relationship, and then providing factory another thinking direction when selling.
The study has the following three conclusions, first: The higher the age, the more emphasis on "functional" brand less significant; The lower the age, the more significant emphasis on "emotional" brand image ,the second: Significant influence "sales staff" to "functional" brand image; Influence "advertising" for "emotional" brand image is less significant, third: "virtual channel" for "emotional" brand attribute less significant; "physical channel" to "functional" brand attribute significant.
This study not only testifies hypothesis but also collects the facts to be the reference. The reference could be helpful for academic world and business practice.
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