從口碑觀點探討品牌概念行銷對顧客購買意願之研究-以精品業為案例

A Study on the Interaction and Interrelationships between Brand Concept Marketing and Customer Purchase Intention Via Word of Mouth ---The Case of Luxury Branded Goods

羅佳玫(Chia-Mei Lo)

指導教授 ： 劉祥熹

國立臺北大學/商學院/國際企業研究所/碩士(2009年)

摘要

無資料

關鍵字

精品業；品牌概念行銷；口碑；購買意願

並列摘要

Recently, owing to the luxury goods firm move to the lower labour cost countries for example, China. Customers start to doubt the quality of luxury branded goods. In addition,
because of the internet usage has increased, information spreads rapidly. Word-of-Mouth (WOM) has become an important factor for customers while making decisions. This study wants to investigate the interactions and interrelationships between brand concept marketing and purchase intention through WOM.
The first objective of the research was to clarify and give a more comprehensive understanding of the brand concept marketing. The second goal was to reach a consensus on the
previously WOM literature. The third goal was to assess the impact of brand concept marketing on consumer purchase intention through WOM. The final goal of the research was then to use the empirical results to form practical recommendations for marketing practitioners wishing to
utilise brand concept marketing as an advertising tool.
Empirical results reveal that WOM works as an important intermediary between brand concept marketing and purchase intention.

並列關鍵字

Brand concept marketing ； Word-of-Mouth (WOM) ； purchase intention

參考文獻

1. Aaker, D. A. (1991), “Managing Brand Equity: Conceptualizing on the Value of

2. Anderson, E. W. (1998), “Customer satisfaction and word of mouth,” Journal of

3. Anderson, E.W. and V. Mittal (2000). “Strengthening the Satisfaction-Profit

4. Arndt, Johan (1967), Word of Mouth Advertising: A Review of the Literature,

5. Bagozzi, R.P. and Y. Yi (1988), “On the Evaluation of Structural Equation