臺灣博碩士論文加值系統

The Influence of Brand and Advertising Cognition on
Brand Switching Behavior
Abstract
This study intends to analyze consumers’ brand switching intentions and how the cognition of brand and advertising affects the brand switching possibilities. Four different products with various duration and purchasing frequencies are considered in the study, including mobile phones, notebook computers, sports shoes, and carbonated drinks. The path analysis is applied in this study to investigate the relationships among cognition of brand and advertising related factors, motivations of brand switching, purchasing motives, and purchasing intentions. Furthermore, the multinomial logistic regression model is utilized in this study to analyze how the variables that explain purchasing intentions affect the possibilities of brand switching.
Since the reasons of switching brands for nondurable goods may be different from the reasons of switching brands for durable goods, four formats of questionnaires are designed with similar layouts for four product categories. The survey was conducted in April 2003. A total of 600 questionnaires were given to respondents, 515 of them were valid samples, including 135 of mobile phones, 122 of notebook computers, 130 of sports shoes, and 128 of carbonated drinks.
The results of the path analysis indicate that advertising processing influences brand association, and the brand association itself has impacts on brand positioning, brand attitudes, brand behavior, motivations of brand switching, and purchasing intentions. Although purchasing intentions and motivations of brand switching are not directly influenced by advertising, they are affected by advertising processing indirectly through brand association.
Based on the results of the multinomial logistic regression, product advertisements persuade consumers to switch brands, especially for mobile phones, notebook
computers, and carbonated drinks. Brands reduce the possibilities of switching intentions in general. The results also indicate that factors influencing consumers’ switching possibilities of sports shoes are different from other product categories. Advertisements and brands do not seem to affect consumers’ switching possibilities of sports shoes significantly.
Numerous factors affect consumers’ purchasing intentions, directly or indirectly. The findings of this research reveal that brands and advertising have some weights on brand switching intentions. Marketing managers can utilize brand and advertising related marketing strategies to influence consumers’ purchasing decisions.

The Influence of Brand and Advertising Cognition on
Brand Switching Behavior
Abstract
This study intends to analyze consumers’ brand switching intentions and how the cognition of brand and advertising affects the brand switching possibilities. Four different products with various duration and purchasing frequencies are considered in the study, including mobile phones, notebook computers, sports shoes, and carbonated drinks. The path analysis is applied in this study to investigate the relationships among cognition of brand and advertising related factors, motivations of brand switching, purchasing motives, and purchasing intentions. Furthermore, the multinomial logistic regression model is utilized in this study to analyze how the variables that explain purchasing intentions affect the possibilities of brand switching.
Since the reasons of switching brands for nondurable goods may be different from the reasons of switching brands for durable goods, four formats of questionnaires are designed with similar layouts for four product categories. The survey was conducted in April 2003. A total of 600 questionnaires were given to respondents, 515 of them were valid samples, including 135 of mobile phones, 122 of notebook computers, 130 of sports shoes, and 128 of carbonated drinks.
The results of the path analysis indicate that advertising processing influences brand association, and the brand association itself has impacts on brand positioning, brand attitudes, brand behavior, motivations of brand switching, and purchasing intentions. Although purchasing intentions and motivations of brand switching are not directly influenced by advertising, they are affected by advertising processing indirectly through brand association.
Based on the results of the multinomial logistic regression, product advertisements persuade consumers to switch brands, especially for mobile phones, notebook
computers, and carbonated drinks. Brands reduce the possibilities of switching intentions in general. The results also indicate that factors influencing consumers’ switching possibilities of sports shoes are different from other product categories. Advertisements and brands do not seem to affect consumers’ switching possibilities of sports shoes significantly.
Numerous factors affect consumers’ purchasing intentions, directly or indirectly. The findings of this research reveal that brands and advertising have some weights on brand switching intentions. Marketing managers can utilize brand and advertising related marketing strategies to influence consumers’ purchasing decisions.

TABLE OF CONTENTS
LIST OF TABLES ...……………………………………………………….….. iii
LIST OF FIGURES ...……………………………………………………..…... iv
CHAPTER I INTRODUCTION ...…………………………………………..... 1
1.1 Research Background ...……...…………………………….………... 1
1.2 Research Objectives ..…………….………...………………........….. 4
1.3 Research Flow ………………………..…………………….….......... 4
CHAPTER II LITERATURE REVIEW ..………….………………..………... 6
2.1 Advertising and Consumers’ Attitudes ….….………………...……... 6
2.2 Advertising and Brands ..…………….…………………………........ 8
2.2.1 Attention ..………………………….……………………..……...... 8
2.2.2 Advertising Processing ..………….……………………………...... 9
2.2.3 Brand Awareness ..……………….………………………….…...... 9
2.2.4 Brand Association ..…………….…………………………...….….. 10
2.2.5 Brand Positioning ..…………….………………………………….. 10
2.2.6 Brand Attitude ..……………….…………………………………... 11
2.2.7 Brand Behavior ..…………….………………………………...….. 12
2.3 Brand Switching Behavior ..….…………………………………..…. 12
CHAPTER III RESERCH METHODOLOGY ..….…………….…………….. 16
3.1 Research Framework ……………………………………………...… 16
3.2 Research Design ..………………………………………………….... 17
3.3 Data Collection .……………………………………..…………….… 26
3.4 Research Methods ……………………………….………………..… 27
CHAPTER IV EMPIRICAL RESULTS ……..………………………….……. 32
4.1. Sample Structure ………..……………….…………………………. 32
4.2 Results of the Path Analysis……………………………………...….. 40
4.3 Examine Brand Switching Possibilities Using the Multinomial
Logistic Model ...…………………………………………………....
48
CHAPTER V SUMMARY AND CONCLUSIONS ………………...……...… 53
5.1 Summary ……………………………………...……………..……… 53
5.2 Conclusion …………………...……………………………………… 55
REFERENCE ………………………...……………………………………….. 56
APPENDIX …………………...………………………………………………. 63
LIST OF TABLES
Table 3-2-1 Questions Measure the Dimension of Attention ……………………… 20
Table 3-2-2 Questions Measure the Dimension of Advertising Processing …....…. 20
Table 3-2-3 Questions Measure the Dimension of Brand Awareness …………..… 21
Table 3-2-4 Questions Measure the Dimension of Brand Association ……….….... 21
Table 3-2-5 Questions Measure the Dimension of Brand Positioning ...…….……. 21
Table 3-2-6 Questions Measure the Dimension of Brand Attitude ….……………. 22
Table 3-2-7 Questions Measure the Dimension of Brand Behavior ...….................. 22
Table 3-2-8 Questions Measure the Dimensions of Brand Switching Motivations . 23
Table 3-2-9 Questions Measure the Purchasing Motives …………………….…… 24
Table 3-2-10 Questions Measure Purchasing Intentions …………………….……. 25
Table 3-2-11 Questions Measure Switching Intentions ……………………..…….. 25
Table 3-3-1 Valid Samples by Product Categories ………………………..……….. 27
Table 4-1-1 Demographical Characteristics of Respondents ……………….….….. 33
Table 4-1-2 Consumers’ Perceptions Related to Brands and Advertising ….….….. 34
Table 4-1-3 Motivations of Brand Switching ………………………………..……. 36
Table 4-1-4 Evaluations of Purchasing Motives …………………………….……. 37
Table 4-1-5 Evaluations of Consumers’ Purchasing Intentions …….…..…….…… 38
Table 4-1-6 Various Rankings of the Brands …………………………..………….. 40
Table 4-2-1 Coefficient Estimates and Goodness of Fit of the Path Analysis ….… 43
Table 4-2-2 Direct and Indirect Influences on Purchasing Intentions ………….…. 47
Table 4-3-1 Results of Multinomial Logistic Regression Analysis of Brand
Switching Intention……………..………………………………….…. 51
LIST OF FIGURES
Figure 1-3-1 Research Flow of This Study…………………………..……..…..... 5
Figure 2-3-1 Four Groups of Buyers as the Sources of Sales………..………..…. 13
Figure 2-3-2 Dual Mediation Hypothesis……………………………..……….… 15
Figure 3-1-1 Conceptual Framework of This Study…………………..……….… 17
Figure 3-4-1 An Example of the Path Diagram……………………..….…..……. 28
Figure 4-2-1 The Path Diagram of Dimensions Related to Advertising, Brand
Switching Motivations, and Purchasing Intentions..……..………… 44

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