Effects of Brand Attitude and Brand Equity on Purchase Intention for Private Brand－Story Marketing as a Moderator

• Main Authors: ZHONG, CHEN-YAN, 鐘晨晏
• Other Authors: LIN, YI-NI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7pj5p9

碩士 === 國立臺北商業大學 === 國際商務系研究所 === 107 === This study aims to examine the effects of brand attitudes and brand equity on private brand products' purchase intention. This study also measured the moderation effect of storytelling marketing on brand attitude to brand equity as well as the impact of brand equity to purchase intention. The samples of 262 consumers who purchased private brand products was collected through online questionnaires, of which 213 samples were valid, and the return rate was 81.29%. Both IBM SPSS Statistics 15.0 and Amos 20.0 were used for data analysis and hypotheses testing. The findings reveal that brand attitude will affect the private brand products' purchase intention directly. And brand attitude will affect the private brand products' purchase intention indirectly through brand equity. In addition, storytelling marketing will strengthen the relationship between brand attitude and brand equity, as well as strengthen the relationship between brand equity and purchase intention.