In recent years, there are several studies concerning brand and fashion.
Nonetheless, there are few studies conducted on fashion brand which
concerns embodying various industries. Without a doubt, brand value is
the key factor of fashion industries success. This study will try to
research on the broader usage of brand value.
The purpose of this study is to research the influence of consumer¡¦s
purchasing intention and willingness to pay of the commodities under each
product categories; after combining with the fashion brand, under the
different evaluation of fashion brand. The four hypotheses in the study
are directed towards the relationship between consumers recognized
evaluation of fashion brand, purchasing intention and willingness to pay
for the brand separately. Hence, the investigation here will be to
scrutinize the change of consumer¡¦s purchasing intention and willingness
to pay after combining with particular fashion brand.
The following hypotheses will be tested through a designated
questionnaire with the convenience sampling method. A total number of 197
questionnaires were returned. By using a number of statistical methods
and exploring the relationship between each variances and testing each
hypotheses, the following conclusions are generated¡G
1. The study infers that products are non-convenience goods¡Bunnecessary
goods¡Bhigh-durability¡Bhigh-visibility¡Bhigh-using-frequency can
increase the consumers¡¦ willingness to pay after combining with the
fashion brand.
2. The fashion brand with high-brand-evaluation when combined with most
of product categories¡¦ commodities will evidently boost consumers¡¦
purchasing intention and willingness to pay. Thus, we can try to
develop more feasible proposal.
3. Even in the industries that are unsuitable to incorporate the idea
of fashion, we may still be able to find a feasible proposal.
4. The study suggests that fashion brands do the wholly survey on the
bicycle industry and analyze their possibility and potential in this
industry. Further research on the market of bicycles should be
directed specifically towards young women who earn lower than
1,500,000 per year.
Keywords: Fashion, Brand, Evaluation of Fashion Brand Product Category,
Purchasing Intention, Willingness to Pay
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-1001110-113704 |
| Date | 01 October 2010 |
| Creators | Pan, Guang-yi |
| Contributors | Tsuang Kuo, Iuan-yuan Lu, Hsien-tang Tsai |
| 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-1001110-113704 |
| Rights | not_available, Copyright information available at source archive |
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