| Summary: | 碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 106 === The purpose of the study is to explore how brand image and brand attitude affect consumers’ purchase intention. It also tries to find out how bran ambassadors bring benefits to brand image, brand attitude, and consumers’ purchase intention. The questionnaires were sent to the teachers, clerks, students and students’ parents of high schools of northern Taiwan, and got 420 which are valid and effective. The data was analyzed by descriptive statistical analysis, independent sample t-test, and regression analysis.
The analysis results shows that brand ambassador has significant differences on brand image; brand ambassador has significant differences on brand attitude; brand ambassador has significant differences on consumers’ purchase intension; brand image, as an intervening variable, has significant differences on brand ambassadors and purchase intention. The results of the study are as follows: 1. Consumers basically show their positive and significant approval on brand image and brand ambassadors, which create brilliant marketing effect. 2. A good brand image significant enhances consumers’ recognition to the brand and their purchase intention. 3. The result also shows an appropriate brand ambassador with good image rather than simple marketing work can provide better advertisement effect.
Keywords:Brand Spokesperson,Brand Image,Brand Attitude,Purchase,Intention
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