| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 105 === The purpose of this study is to explore the relationship between brand equity and purchase intention of innovative products. Brand equity is divided into four dimensions: brand awareness, perceived quality, brand association and brand loyalty, and further divides innovative products into four oriented: firm, market, consumer, and product, and issues online questionnaires for empirical study. A total of 400 valid questionnaires were collected, analyzing by SPSS 22.0 and AMOS 20.0. The results showed that brand equity and its four dimensions all have significant and positive effect on purchasing intention of innovative products.At last, this study provides a further understanding of brand management to business when they sell different innovative products.
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