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URN etd-0905108-151600 Statistics This thesis had been viewed 5074 times. Download 5477 times. Author Ya-Pei Chang Author's Email Address No Public. Department Industrial Design Year 2007 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 139 Title CONSISTENCY BETWEEN BRAND IMAGE AND PRODUCT FORM AND ITS RELATIONSHIP WITH CONSUMER PURCHASE INTENTION-A CASE STUDY FOR EVERYDAY PRODUCTS Keyword purchase intention product form brand image brand image product form purchase intention Abstract Consumers are increasingly identify brand in today's society, enterprise start focus on brand marketing value. This study is concern about consistency between brand image and product form and its relationship with consumer purchase intention.
The experiment process have 4 stages：1、selection of brand、sample and respondents；2、score consistency level between brand image and product form；3、purchase intention experimentation；4、brand identity experimentation. Through ANOVA、correlation coefficient、T test analysis will find out connection between each experimentation.
Research results show：1、consumer recognizes consistency most related to product form；2、consistency between brand image and product form will effect purchase intention, high consistency product also have high purchase intention；3、when consumer agree with brand image, whatever product have high or low consistency, consumer have intention to purchase in both product. According to above conclusions will know, when enterprise have new product enters to market, designer can involve the brand image selection and design high consistency product to get consumer's attention. Until consumer agree with brand image, designer can lower consistency, focus on other product attribute like：product quality、product style.
Advisor Committee Cherng-Yee Leung - advisor
Yow-Sheng Liu - advisor
Chien-Hsiung Chen - co-chair
Files Date of Defense 2008-07-31 Date of Submission 2008-09-05