This is a brand and innovation dominated era; a clear and strong brand makes a company easily identified by consumers in an intensively competitive market, and innovation leads a company to a high value blue ocean.
Notebook is one kind of global products of which different stages of a value cahin are dispersed to those locations around the globe where value added is maximized or where costs of value creation are minimized. Since notebooks of different brands have similar global products attributes, brands are what make those notebooks differentiated from competitors; thus, the band origin effect may be a factor that influences a consumer¡¦s purchasing dicision.
The research takes notebook as an empirical study object to discuss the interrelationship among product innovation, brand country-of-origin effect, brand equity and purchase intention. The research finds that product innovation and brand country-of-origin effect are significantly related, and there is significant difference of product innovation based on differenct brand country-of-origin. Besides, brand country-of-origin has significantly positive effect on brand equity and purchase intention. Though product innovation, however, doesn¡¦t have significantly direct effect on purchase intention, it has significantly direct effect on brand equity, and it has indirect effect on purchase intention if mediated by brand equity. Moreover, there are significantly differences on product innovation and brand equity based on different notebook brands. Also, brand equity has significantly direct effect on purchase intention.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0620108-172756 |
| Date | 20 June 2008 |
| Creators | Yang, Ching-hsun |
| Contributors | Fu-Yann Duh, Tai-Hwa Chow, Hueimei Liang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0620108-172756 |
| Rights | not_available, Copyright information available at source archive |
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