Abstract
The purpose of this study is to investigate the effect between brand recognition and brand attitude on purchase intention of product. 64 subjects were participated on the survey. We made the empirical analysis using hierarchical regression analysis.BR As a result, we figured out that brand recognition did not affect on purchase intention of product. However, Brand attitude played as a moderating effect in the influence between brand recognition and purchase intention. These results suggest that it is important to strengthen the brand attitude in order to increase the purchase intention, and also implied that it should be applied to other industries.
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