THE EFFECTS OF BRAND IMAGES ON PURCHASE INTENTION IN CATERING INDUSTRY

This study is to discuss the relations between brand images on purchase intention in catering industry; quantitative questionnaire survey is preceded in this study. Total 500 copies are distributed and 361 copies are collected, where 354 copies are valid, with the retrieval rate 71%. Having Functionality, Symbolism, and Experientiality in brand image as independent variables and Possibility of Buying, Considered Purchase Product, Recommending Friends for Buying in purchase intention as dependent variables, the casual relationship is explored. After the data analyses with Regression Analysis and Analysis of Variance, the following results are concluded. (1) Brand image presents partially positive effects on Possibility of Buying in purchase intention. (2) Brand image shows remarkably positive effects on Considered Purchase Product in purchase intention. (3) Brand image reveals partially positive effects on Recommending Friends for Buying in purchase intention. (4) Demographic variables appear partially notable effects on the correlations between brand image and purchase intention. Taking Ambassador Hotel Kaohsiung as the research subject, the study is expected to provide precious opinions for catering industry promoting the brand image.