The relationship between Brand Personality and Souvenir Purchase Intention

• Main Authors: Motoka Takahashi, 高橋花果
• Other Authors: 莊智薰
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/hgq46n

碩士 === 國立中興大學 === 企業管理學系所 === 107 === As companies compete closely in the market, people’s interest in brands has been increasing. Brand personality is a very important dimenssion in brand recognition because a strong brand personality makes the brand difficult to be imitated and brings value of market differentiation. This study focuses on two kinds of brand personality—that as souvenir company and tourist destination, which has been seemed in souvenirs recently. The main purpose is to examine whether the two kinds of brand personality affect brand attitude and whether brand attitude further indirectly affects purchase intention. In this study, questionnaire surveys were conducted with Japanese tourists to Taiwan and 200 questionnaires were distributed at the first departure hall of Taoyuan International Airport. This study collected 143 valid questionnaires. Regarding to analysis method, it was conducted descriptive statistics to describe the patterns of samples at first and later used pass analysis to examine the causal effects. According to the results of Regression Weights, this study found that “Sophistication” dimension of brand personality as company significantly affects company’s brand attitude, and “Sincerity” and “Sophistication” dimension of brand personality as tourist destination significantly affect tourist destination’s brand attitude. On the one hand, according to the results of bootstrap analysis, this study found that five demensions of brand personality as company significantly affect souvenir company’s brand attitude, and five demensions of brand personality as tourist destination also significantly affect tourist destination’s brand attitude. This study also found that attitude is still an important indicator of purchase intention, both in terms of brand and destination.