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Title page for etd-0821109-125125


URN etd-0821109-125125 Statistics This thesis had been viewed 2119 times. Download 4 times.
Author Hsiang-Lan Huang
Author's Email Address No Public.
Department Management Business Administration
Year 2008 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 103
Title THE IMPACTS OF SELF AND COUNTRY OF MANUFACTURE ON BRAND ATTITUDE-PRODUCT INVOLVEMENT AS MODERATOR
Keyword
  • brand attitude.
  • self-construal
  • country of manufacture
  • product involvement
  • self-concept
  • self-concept
  • product involvement
  • country of manufacture
  • self-construal
  • brand attitude.
  • Abstract Under professionalization and globalization impacts, the “mixed blood” products appear due to the change of product manufacturers and marketing activities. The consumers will have different brand attitude due to individual characteristics, image of country of manufacture, and level of product involvement. This research objective discusses the impacts of self, country of manufacture and product involvement on brand attitude.
      The research were tested using ANOVA, adopting in a 2 (self-concept: high/low) * 2 (self-construal: independent / interdependent) * 2 (the image of country of manufacture: high/low) * 2 (product involvement: high/low) between-subjects experimental design. The dependent variable of this study is consumers’ brand attitude evaluations. The total of 266 students (undergraduate, graduate, and EMBA) at Tatung University participated in the study.
    This research results are as follow:
    1. For the high self-concept consumers, when facing high involvement products the brand attitude is higher than low-involvement products.
    2. For the low self-concept consumers, when facing low involvement products the brand attitude is higher than high -involvement products.
    3. The products from the high image of country of manufacture will have higher brand attitude in the high product involvement than low product involvement.
    4. The products from the low image of country of manufacture will have higher brand attitude in the high product involvement than low product involvement.
    Advisor Committee
  • Ming-Chuan Pan - advisor
  • Files indicate not accessible
    Date of Defense 2009-07-23 Date of Submission 2009-08-24


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