Consumers Purchasing Sporting Goods Due to Brand Attachment or Endorser Attachment？

• Main Authors: Hsiu Chi Hu, 胡修齊
• Other Authors: Yen-Tsung Huang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/85sbpu

碩士 === 東海大學 === 企業管理學系碩士班 === 106 === Recently, As a result of rising awareness of brand management, many companies make efforts to manage the brand image, but also some companies find well-known brand spokesman to attract customer’s attention. But for the brand, a good brand image or a right spokesman is easier to retain consumers in the end. In this study, hoping to explore consumers attaching to brand spokesman or the brand itself through the relevant literature derivation and collation, and then comparing both to influence consumer’s purchase intention. The research uses the questionnaire survey procedure, recycling effective questionnaire 382. The main respondents were 18-50-year-olds who had regular exercise habits and would watch sports competitions. First analyze the influence of brand Image’s symbolic on brand attachment, and whether the attractiveness, expertise and trustworthiness of brand spokesman will affect spokesman attachment. Then further comparison of brand attachment and spokesman attachment to the impact of consumer’s purchase intention. After analysis, getting conclusion which there was a significant positive correlation between brand Image’s symbolic and brand attachment. Furthermore, the attractiveness, expertise and trustworthiness of brand spokesman also showed a significant positive correlation with spokesman attachment. Finally, compare the effects of both on the strength of consumer purchase intention. The conclusion is that the spokesman attachment attached to consumer purchase intention making a greater impact.