The Effects of Brand Rarity and Stability on Brand Engagement: Investigating of Online Brands

• Main Authors: ANA MARIA REVOLONIO, 陸瑪莉
• Other Authors: CHEN,HSIU-LI
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/29752274855855973102

碩士 === 銘傳大學 === 企業管理學系 === 104 === This study had as its core to investigate the Effects of Brand Rarity and Stability on Brand-Engagement: Investigating of Online Brands. It could be highlighted that by analyzing such determinants and factors many companies can boost up gains in the business field. A quantitative approach was conducted to investigate the effects of specific areas on brands. An online questionnaire was applied to collect data and analyzed to obtain the outcomes. This allowed the participation of global perspectives which could assist to demonstrate the views of various individuals in the global market. Celebrity authenticity served as benchmarks to determine the factors affecting new brands in the global market. Results showed that brand attitude and brand engagement on celebrity authenticity were major dominant factors that affect brand engagement. It was also brought to light that specific areas related to talent played a significant role and had influential meaning on brands. Most of the outcomes indicated dominant areas that people had impact on celebrity’s talent and morality .Whereas stability and rarity were uncovered which was confirmed in this investigation. This research advances our understanding and assisted to have a deeper perspective at brands and how this is affected by other interesting components. This certainly served as a good determinant and possibilities in the business and marketing world. In addition, this investigation certainly proved beneficial results to major companies and other businesses specially when marketing new brands in the global domain. A data was collected and a total of 444 respondents were included, after we set up a questionnaire. We conducted data analysis with SPSS 18 and, for a better analyzing we separated our liker scale with our nominal scale factors.