The Impact of Brand Equity on Consumers' Repurchase Intentions:Relative Impact of Relevant Components
| Autor: | Li-Long Chiu, 邱麗蓉 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 In light of the increasing maturity and openness of the Internet that result in a significant change in the business model and marketing environment, this study explores that whether brand loyalty, brand awareness, perceived quality and brand association in the composite facets of brand equity are still significantly influential to consumers' repurchase intentions, as shown by the results of past research. Then, this study further explores the impacts of the four components in brand equity on consumers' repurchase intentions, as well as their relations with consumers' repurchase intentions to see if there is any contextual relationship. This study uses White Goods that have a penetration rate of over 90% in Taiwan as the target industry for research verification and a structured questionnaire to conduct research. The research subjects are conveniently sampled on the Internet, and they are consumers those who have purchased famous refrigerator brands from Japan. A total of 697 questionnaires are recovered, with a total of 324 valid questionnaires. In order to make the questionnaire more reliable and effective, this study sets consumer personality traits and price sensitivity as control variables to clarify the relationship between the four facets of brand equity and consumers' repurchase intentions. The study finds that except for brand awareness, brand loyalty, perceived quality and brand association have a significant positive impact on consumers' repurchase intentions. Among them, brand association has the most significant positive impact on consumers’ repurchase intentions. Meanwhile, the results of path analysis show that there is a contextual relationship between the various aspects of brand equity and consumers' repurchase intentions as the various aspects of brand equity can indeed impact consumers' repurchase intentions. Finally, this study proposes managerial implications based on the research results. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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