企業イメージとブランド選択 : Fishbeinの行動意図モデルの拡張

概要

論文の詳細を見る
In recent studies of the brand choice behavior, reseachers have been concentrated on how do attributes of the brand influence consumer's brand choice behavior and widely based on Fishbein's behavioral intention model. With the maturity of markets, however, it is difficult to explain consumer's brand choices from the point of brand's attributes because of no salient features between individual attributes. We assume that corporate images affect consumer's attitudes and brand choices. This paper proposes a new model for consumer's brand choice process that includes corporate image in Fishbein's behavioral intention model, and examines the relation between corporate image and brand choice. The results of an analysis of LISREL are as follows. (l) The model of this study is more fit the data than Fishbein's model. (2) In this study Fishbein's theoretical framework is supported. But it shows that subjective norm affects attitudes toward the brand. (3) Corporate image shows a direct causal influence on both attitudes toward brand's attributes and attitudes toward the brand. Since attitudes toward the brand effect on brand choice, corporate image is an important factor to control of consumer's brand choice along with brand's attributes and the social norm.
東海大学の論文