A Study of the Factors Influencing Brand Resonance for iPhone

• Main Authors: KO, YU-CHENG, 葛祐成
• Other Authors: WU, LI-WEI
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/nsaher

碩士 === 東海大學 === 國際經營與貿易學系 === 105 === Today the mobile phone industry is booming and developing rapidly, each technologies and functions show the most powerful side at the same time, while the relevant electronic goods and ancillary items innovate constantly. All we know is that event is completely related to Apple, without the first generation of the iPhone this era of indicators of the product, it might not enter a more innovative technology and more powerful function of the explosion era. Apple relies on constant innovation Technology, and seizes the eyes of the world's most consumers.In the formation of brand resonance process, it needs intermediary of the brand trust and brand love to form. In order to prove the above intermediary model , this study uses iPhone consumers in Taiwan as research.With the questionnaire survey, this study collects 300 samples of consumers to run the structural equation model analysis. The results implied that iPhone users build brand resonance, which relies on brand admiration and brand judgment intermediary, and it will also form a brand attitude of loyalty. It is called brand trust, brand identity and brand performance, which first affect the brand love and brand judgment, and finally the brand love and brand judgments ultimately affect the consumer's iPhone brand resonance.