Abstract
Through various marketing activities to building brand image is the key to exist for auto firms. The goal of this study is to analyze the influences of demographic variables both on the consumer condition of brand marketing activities and consumers¡¦ buying behaviors. The influence of brand marketing activities on consumers¡¦ buying behaviors is also discussed. It has been found that different demographic variables indeed produce cognitive attitude for the ¡§advertisement notice¡¨, ¡¨brand meaning¡¨, and ¡§brand repute¡¨. Two factors, i.e., ¡§present design¡¨ and ¡§brand meaning¡¨ have positive and significant influences on autos¡¦ core value and economic value. However, ¡§advertisement notice¡¨ has negative influences on autos¡¦ core value and economic value. Finally, some suggestions for auto firms are proposed to future developments.
Keywords: Brand marketing, Consumer behavior, EKB Model, Demographic variables
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0830106-151018 |
| Date | 30 August 2006 |
| Creators | Huang, Yi-chen |
| Contributors | Ming-rea Kao, Chang-yung Liu, Dong-Jenn Yang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0830106-151018 |
| Rights | unrestricted, Copyright information available at source archive |
Page generated in 0.061 seconds