The smartphone market compete closely in Taiwan. there are many companies not only develop the function of product actively, they pay attention to value added of brand and wish it can raise their profit. Because brand association is the core value of brand. So this object of study is smartphone and we want to know the relationship between brand association and purchase intention in whole smartphone market by consumer view point. Furthermore we analysis what different with dissimilar brands and the effect of consumer characteristics
This study adopted the research of questionnaire as study method. The target is the resident in Taiwan and uses convenience sampling method. We try to understand what kind of relationship of brand association¡Bconsumer characteristics and consumer purchase intention in consumer¡¦s mind. There are 224 usable responses and we used SPSS soft ware to access the methods of statistic analysis and testifies hypothesis of this research. It has the following conclusions
1. This research find brand association are significantly correlated with consumers purchase intention in smartphone market
2. There are the remarkable differences with brand association and purchase intention in dissimilar brands
3. It shows that consumer characteristics have the remarkable difference with some research variables.
This research not only testifies hypothesis but also collects the management means to be the reference. Wish these references could be helpful for academic and business practice. It has the following management means
1. Deepen importance of brand association and the effects of brand association to consumer purchase intention is also suitable to smartphone market
2. In order to creative and maintain competition advantage¡Athe companies must inspect what different between their own brand association and opponent¡¦s own constantly.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0622111-145724 |
| Date | 22 June 2011 |
| Creators | Hsiao, Chih-Chiang |
| Contributors | Cher-Min Fong, Ping-Yi Chao, Cher-Hung Tseng, Pei-how Huang |
| 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-0622111-145724 |
| Rights | campus_withheld, Copyright information available at source archive |
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