- 期刊
戲仿廣告與品牌形象及流行生活型態對消費者購買意願之研究
The Effect of Parody Advertisement, Brand Image and Fashion Lifestyle on Consumer Purchase Intention
並列摘要
The purpose of this study was to investigate the parody advertisement and brand image and consumer popular lifestyle and consumer purchase intention. Use SPSS 17.0 analysis, measured reliability, descriptive statistics and ANOVA. The results showed that the corporate image and advertising appeals and corporate image and their interaction have a significant impact on consumer purchase intention.
延伸閱讀
- 鍾政偉、陳桓敦、林佳穎（2012）。品牌知覺、廣告效果與關係品質對購買意願影響之研究。Journal of Data Analysis，7(5)，137-157。https://doi.org/10.6338/JDA.201210_7(5).0007
- 林陽助、李宜致、林吉祥、許士賢（2009）。品牌形象、廣告訴求、口碑對購買意願影響之研究。Journal of Data Analysis，4(2)，163-197。https://doi.org/10.6338/JDA.200904_4(2).0010
- 胡志豪（2019）。行銷組合、品牌形象與顧客購買意願之關係研究〔碩士論文，嶺東科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0103-0508201911300200
- 溫文佑（2007）。品牌形象、廣告代言人與消費者購買意願關係之研究〔碩士論文，中原大學〕。華藝線上圖書館。https://doi.org/10.6840/cycu200700076
- 藍頌涵（2007）。The Effect of New Product ’s Brand Strategy on Consumer Attitude〔碩士論文，國立中央大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0031-0207200917351505