The Effects of Perceived Brand Social Responsibility, Perceived Value, Materialism and Brand Attitude on Purchasing Intention of Fair Trade Product: Using Brand Equity as a Moderator
| Autor: | CHEN, PIN-HSIN, 陳品心 |
|---|---|
| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Due to the fair trade popularity in western countries, research about fair trade issue has become more and more popular in recent decades. On the contrary, there has been much less discussion about the issues of fair trade in countries which just changed from developing to developed country. In this research, we chose coffee and the Taiwan market for discussion. The purpose of this research is to examine how fair trade influence different levels of brand equity for purchase intention, and to clarify how perceived brand social responsibility, perceived value, materialism will influence and brand attitude and consumers’ purchasing intention. A questionnaire was designed using the samples of 803 participants. Based on analysis of PLS, the results show that high-equity brands are less affected by fair trade than low-equity brands. Although the purchasing intention after fair trade of low-equity brand is still lower than high-equity brand, consumers' attitude towards low-equity brands is higher than high-equity brands, which is helpful to raise the purchase intention of low-equity brands. High equity brands’ perceived value (financial value and quality value) has a positive impact on brand attitude, and there’s a non-significant effect between functional value and brand attitude. For low-equity brand, there is only a slight increase in functional value compared to high-equity brand. Materialism does not make much difference to the brand attitudes of the two brands with fair trade. Combine with purchase it seems to be a good way to put the fair trade label on low-equity brands, which are expected to increase the impact of perceived brand social responsibility on brand attitudes. From a marketing aspect, this might be a good strategy for low-equity brands and also helps in the evaluation of high-equity brands. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|