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Study of the Consumers' Brand Fit Pe...

Chan, Yun,

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Study of the Consumers' Brand Fit Perception and Purchase Intention for the Co-Branding Product of Luxury Fashion and Sport Event = = 消費者對運動賽事與精品共品牌契合度、購買意願之 /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Study of the Consumers' Brand Fit Perception and Purchase Intention for the Co-Branding Product of Luxury Fashion and Sport Event =/ Yun Chan.
Reminder of title:	消費者對運動賽事與精品共品牌契合度、購買意願之 /
Author:	Chan, Yun,
Description:	1 electronic resource (82 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-09.
Contained By:	Masters Abstracts International86-09.
Subject:	Fashion. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31945072
ISBN:	9798308194279

Study of the Consumers' Brand Fit Perception and Purchase Intention for the Co-Branding Product of Luxury Fashion and Sport Event = = 消費者對運動賽事與精品共品牌契合度、購買意願之 /
Chan, Yun,

Study of the Consumers' Brand Fit Perception and Purchase Intention for the Co-Branding Product of Luxury Fashion and Sport Event =消費者對運動賽事與精品共品牌契合度、購買意願之 /Yun Chan. - 1 electronic resource (82 pages)

Source: Masters Abstracts International, Volume: 86-09.

Co-branding products are a form of brand extension that creates unique products or services by combining or transferring two or more different brands. In addition to being the main sponsor of the 2024 Paris Summer Olympics, the LVMH Group's products from its 31 different brands will assist in the organization of the event. This study aims to understand consumers' perceived fit between sports events and luxury Co-branding products and their purchase intentions. In addition to exploring consumers' demographic variables and behavioral characteristics, as well as their recognition of LVMH Group brands, the study analyzes the differences in purchase intentions for sports events and luxury Co-branding products among consumers with different characteristics, the correlation between the fit of sports events and luxury Co-branding products, and purchase intentions, and their explanatory power. The research method adopts purposive sampling, targeting consumers who have purchased LVMH Group products. A questionnaire was designed using SurveyCake and a QR code was generated for respondents to fill out. An electronic survey was conducted on-site at the luxury goods section of a department store in the Xinyi District of Taipei City, resulting in 185 valid responses. The research findings indicate that consumers' perceived fit between sports events and luxury Co-branding products and their purchase intentions range from ordinary to satisfactory, and there is a positive correlation and significant explanatory power between the fit of Co-branding products and purchase intentions. Therefore, this study suggests that companies can enhance brand awareness and brand associations by promoting their corporate philosophy and the integration of sports events through public relations activities. Additionally, leveraging social media platforms to actively promote their collaboration with the Paris Olympics, sharing event information, brand stories, and backgrounds can attract more participants.

Chinese

ISBN: 9798308194279Subjects--Topical Terms:

549143
Fashion.
Subjects--Index Terms:

運動行銷

Study of the Consumers' Brand Fit Perception and Purchase Intention for the Co-Branding Product of Luxury Fashion and Sport Event = = 消費者對運動賽事與精品共品牌契合度、購買意願之 /
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520 $a Co-branding products are a form of brand extension that creates unique products or services by combining or transferring two or more different brands. In addition to being the main sponsor of the 2024 Paris Summer Olympics, the LVMH Group's products from its 31 different brands will assist in the organization of the event. This study aims to understand consumers' perceived fit between sports events and luxury Co-branding products and their purchase intentions. In addition to exploring consumers' demographic variables and behavioral characteristics, as well as their recognition of LVMH Group brands, the study analyzes the differences in purchase intentions for sports events and luxury Co-branding products among consumers with different characteristics, the correlation between the fit of sports events and luxury Co-branding products, and purchase intentions, and their explanatory power. The research method adopts purposive sampling, targeting consumers who have purchased LVMH Group products. A questionnaire was designed using SurveyCake and a QR code was generated for respondents to fill out. An electronic survey was conducted on-site at the luxury goods section of a department store in the Xinyi District of Taipei City, resulting in 185 valid responses. The research findings indicate that consumers' perceived fit between sports events and luxury Co-branding products and their purchase intentions range from ordinary to satisfactory, and there is a positive correlation and significant explanatory power between the fit of Co-branding products and purchase intentions. Therefore, this study suggests that companies can enhance brand awareness and brand associations by promoting their corporate philosophy and the integration of sports events through public relations activities. Additionally, leveraging social media platforms to actively promote their collaboration with the Paris Olympics, sharing event information, brand stories, and backgrounds can attract more participants.
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590 $a School code: 1784
650 4 $a Fashion. $3 549143
650 4 $a Sports management. $3 3423935
653 $a 運動行銷
653 $a 品牌聯想
653 $a 品牌個性
653 $a Sports marketing
653 $a Brand association
653 $a Brand personality
690 $a 0200
690 $a 0430
710 2 $a National Taiwan Normal University (Taiwan). $b Graduate Institute of Sport, Leisure and Hospitality Management. $e degree granting institution. $3 3759236
720 1 $a Chen, Mei-Yen $e degree supervisor.
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