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Abstract
Aiming at discussing the effect of Brand Strategy on Purchase Intention, this study tends to 1. understand the present situation of Brand Strategy in Taiwanese enterprises, 2. discuss the differences between Brand Strategy and Purchase Intention with various demographic variables, and 3. discuss the correlations between Brand Strategy and Purchase Intention. In such a competitive and changeable environment, it is expected that enterprises could enhance the brand and the competiveness in various emerging marketing strategies and tactics and further promote the market status. With questionnaire survey, the executives and the employees in 2011 top ten benchmark corporations were selected as the research subjects. Total 500 questionnaires were distributed and 275 cases were retrieved. Having deleted 36 invalid ones, total 239 valid cases were retrieved, with the retrieval rate 48%. The research outcomes show the significant effect of Brand Strategy on Purchase Intention, and the correlations between Brand Strategy and Purchase Intention appear remarkable differences on some demographic variables. Research suggestions are further proposed for the reference of enterprises and follow-up researchers.
Key words: Brand Strategy, Purchase Intention, Brand Image
Introduction
Brand has been considered as the most valuable asset for enterprises in recent years. In such a competitive and changeable environment, enterprises therefore have to look for various emerging marketing strategies or tactics, expecting to enhance the brand and the competitiveness as well as to promote the market status. Nevertheless, these ways seem to make the marketing activity be too complicated with too much terminology. How to coordinate and integrate activities, such as advertisement, product R&D and design, customer service, business promotion, and public relationship, has become a primary issue. How do the wide marketing functions be cohered? And, what is the key single objective in the marketing process? A lot of researchers believe that establishing a brand for marketing is the establishment of a brand. In other words, the sales activity would be more effective when establishing brands in the mind of potential customers and pre-selling products or services to consumers. Moreover, what are the functions and benefits of a brand? A brand not only could assist consumers in identifying products and provide consistent commitment and guarantee with quality, but it is often the projection of self-image for distinguishing oneself from others.