| Summary: | 碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 105 === In recent years, Taiwanese people for the fitness movement gradually flourished. The demand for sports related parts increased year by year. Several well-known brands such as NIKE, ADIDAS, UNDER AMOUR are all high-priced sports brand which is not affordable for all people so the low-priced sports brand Decathlon rising.
NIKE and ADIDAS adopt single brand strategy, but Decathlon use multi-brand strategy. The study is going to explore the brand strategy for the consumer's willingness to pay and perceived value of customer impact.
In this study, we adopt the experimental research method to study the impact of brand strategy on consumer's willingness to pay and perceived value .The main study focuses on business school students, a total of 128 questionnaires issued, the recovery of valid samples for the 122. The T hypothesis and the general linear model are used to validate the hypothesis. Through the empirical analysis, the results of this study are as follows:
1. Brand strategy has no significant impact on consumer's willingness to pay.
2. Brand strategy has no significant effect on customer perceived value.
3. The interference effect of the degree of involvement in the brand strategy and consumer's willingness to pay, the perceived value had no significant impact.
As a result of the experimental design analysis results are not as expected, so the increase in the survey of Decathlon. A total of 125 questionnaires issued, the recovery of valid samples for the 108. From the survey results ,we found that consumers don’t understand Decathlon’s own brand.They don’t familiar with Decathlon's brand strategy.
This study examines whether brand strategy has an impact in the sports industry, providing sports brand operators or those who want to invest in the future when choosing a brand strategy.
Keywords: brand strategy, single brand strategy, multi-brand strategy, willingness to pay, customer perceived value, sport involvement
|
|---|
