Franklin Templeton Investments is a global leader in asset management serving clients for over 65 years in over 150 countries and is famous in Taiwan. This research takes Franklin Templeton Investments as an example. We investigate the relationships between brand image, perceived quality, brand preference, and purchase intention using questionnaire. The results show that brand image has a significantly positive effect on perceived quality and brand preference. Perceived quality has a significantly positive impact on brand preference. Brand preference also has a significantly positive influence on purchase intention.
關聯:
nternational Journal of Management and Marketing Research, v. 8 (1) p. 57-64, 2015
