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The Importance Of Brand Image On Consumer Purchase Attitude: A Case Study Of E-Commerce In Taiwan

Author

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  • LIN Cheng-Ta Lin

    (National Cheng Kung University, Taiwan)

  • CHUANG Shuang-Shii

    (National Cheng Kung University, Taiwan)

Abstract

This study intends to investigate the relationships of brand image, consumer purchasing attitude, intention, and loyalty. Purposive sampling is adopted in this study and three hundred questionnaires are sent to graduate students, who have experiences purchasing in E-commerce. There are 185 responses and only 183 valid responses. Our results verifies that brand image positive influence on attitude on e-commerce. Furthermore, we find that consumer purchase attitude significantly influence purchasing intention. Finally, we prove that purchasing intention also significantly influences consumer loyalty. The contribution of this study has proven that brand image affects consumers’ purchasing attitude.

Suggested Citation

  • LIN Cheng-Ta Lin & CHUANG Shuang-Shii, 2018. "The Importance Of Brand Image On Consumer Purchase Attitude: A Case Study Of E-Commerce In Taiwan," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 13(3), pages 91-104, December.
    • Handle: RePEc:blg:journl:v:13:y:2018:i:3:p:91-104
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    File URL: http://eccsf.ulbsibiu.ro/RePEc/blg/journl/13307lin.pdf
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    References listed on IDEAS

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    Cited by:

    1. Friederike Paetz, 2021. "Recommendations for Sustainable Brand Personalities: An Empirical Study," Sustainability, MDPI, vol. 13(9), pages 1-18, April.

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