The effects of message directionality and brand image’s level on consumer attitude

초록

This study assumes the premise that message directionality of Internet and the perceived level of brand image will influence consumer attitude, such as brand attitude, purchase intention, and positive WOM. The test subjects of 315 university students were classified as three groups. To test the hypotheses of the research model, two-way ANOVA was conducted. The results show that brand attitude varies with positive, negative, and ambivalent types of message directionality (H1). High perceived brand image compared to low perceived one shows higher brand attitude in all types of message contents (H2). The interactive effect of message directionality and brand image on brand attitude is not significantly supported (H3). Purchase intention significantly varies with message directionality (H4). High perceived brand image compared to low perceived one shows higher purchase intention in all types of message directionality (H5). The interactive effect of message directionality and brand image on purchase intention is not significant (H6). WOM significantly varies with message directionality (H7). High perceived brand image compared to low perceived one shows higher WOM in all types of message directionality (H8). The interactive effect of message directionality and brand image on WOM is not significant (H9). Thus, managers should focus on increasing brand image to enhance brand attitude, purchase intention, and positive WOM of Internet. ? 2015 ICIC International.

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