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| Autor: | Yi-Chen Yang, 楊宜臻 |
|---|---|
| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Attention in cultural and creative industry has continued to rise in recent years. Illustrators and graphic creations or designs become a great growth power in the industry. Current study starts from cultural and creative industry in Taiwan, discuss a new development pattern of this graphic creations under this background. We discuss how pure brand image of creator impacts consumer attitudes and behaviors. Using purchase intention as indicator, we try to find out if this brand image can increase opportunity in commerce or not. Then we can provide advices in implementations to brand creators or managers based on ours research findings and hope the results can also be applied to other fields in cultural and creative industry. According to development of cultural and creative industry in United Kingdom, this industry has huge potential opportunity in commerce in economic viewpoints, on the other hand, it also plays an important role in protecting and reserving traditional culture. Thus, we expect to give useful contributions to creative industry in Taiwan. According to research findings, brand image of graphic designers has positive impact on brand attachment. Brand attachment has positive impact on product attachment. Finally, these two kinds of attachment impact consumer purchase intention positively. Therefore, we suggest that graphic designers should create personal distinct image to increase brand and product attachment from consumer, and then increase purchase intention. Government can also adjust current related policies by comparing with this development pattern to have better development in cultural and creative industry in Taiwan. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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