在快速變遷之全球化環境中，企業面對的競爭者再也不單單只是國內競爭者而已，而是整個國際市場，因此許多企業紛紛以各種廣告宣傳手法建立品牌知名度，目的在將品牌發展成全球化品牌，以提升品牌在全球競爭市場上之地位。 過去許多研究皆著重在消費者購買前對品牌認知與購買意願、購買後之品牌滿意度或品牌忠誠度的探討，鮮少討論購買前品牌知名度對品牌態度之關係，品牌通常也需建立在一產品或服務上，才能產生價值，過去在品牌方面之相關研究也未曾研究不同產品類型對品牌知名度與品牌態度之影響，因此本研究以品牌知名度、品牌態度與產品類型三變數，探討品牌知名度與品牌態度間之關係，以及四種產品類型對品牌知名度與品牌態度之間的干擾效果。 本研究以筆記型電腦(資訊型產品)、手機(情感型產品)、補益飲品(習慣型產品)與茶飲料(自我滿意型產品)作為研究產品，由問卷調查方式蒐集研究資料，以大台中地區20歲以上之消費者為研究母體，四個產品共發放520份，回收有效問卷共429份，有效問卷回收率為82.5%。使用SPSS 統計軟體，透過變異數分析進行本研究假設之檢驗。 實證結果顯示：(1)品牌知名度對品牌態度有正向關係；(2)產品涉入程度對品牌知名度與品牌態度間之關係具干擾效果；(3)消費者資訊處理角度(理性/感性)對品牌知名度與品牌態度間之關係具干擾效果；(4)產品類型對品牌知名度與品牌態度間之關係具干擾效果。 In the rapidly changing global environment, enterprises who face the competitors is no longer just domestic competitors, but the entire international market. That is why many companies with variety of advertising techniques to build brand awareness. The goal is to enhance the position of the brand in the global competitive market and become global brand. Many previous studies are focused on consumers to buy before the purchase of brand awareness and willingness to buy after the brand of satisfaction or brand loyalty. Past study is rarely discuss the purchase of the former relationship between brand attitude and brand awareness. A brand can produce value is needed to establish by a products or services and past study had never discuss the impact of different types of products on the result of brand awareness and brand attitude. Therefore, this study uses the following three variables：brand awareness, brand attitude and product categories ,discussing the relationship between brand Awareness and brand Attitude, and the moderating effect of four product categories between brand awareness and brand attitude. This study uses notebooks (informative product), mobile phones (affective product), tonic drinks (habitual product) and tea drinks (satisfaction product) as research products and collect samples by questionnaire survey. Our research samples came from consumers who more than 20 years old and lived inTaichung area .There are 429 effective samples from 520 samples which were issued from four products and the effective response rate is 82.5%. Using SPSS statistical software and analysis of variance to test and verify the hypothesis of this study. The finding of the study are summarized as following：(1) Brand awareness has a positive effect on Brand attitude.(2) Product involvement don’t have a moderating effect between Brand awareness and Brand attitude. (3) Think/Feel has a moderating effect between Brand awareness and Brand attitude.(4) Four Product Categories have a moderating effect between Brand awareness and Brand attitude.
