教師資料查詢 | 類別: 會議論文 | 教師: 廖述賢 LIAO SHU-HSIEN (瀏覽個人網頁)

標題:The relationships between brand awareness, brand association, perceive quality, and brand loyalty - A case study of Indonesian consumers
學年97
學期2
發表日期2009/05/30
作品名稱The relationships between brand awareness, brand association, perceive quality, and brand loyalty - A case study of Indonesian consumers
作品名稱(其他語言)
著者Liao, She-hsien; PA, Retno Widowati; Hu, Da-chian
作品所屬單位淡江大學管理科學學系; 淡江大學經營決策學系
出版者Tamsui, Taipei : Department of Management Sciences and Decision Making, College of Management, Tamkang University
會議名稱The 2009 International Conference in Management Sciences and Decision Making=2009年管理科學與經營決策國際學術研討會
會議地點Tamsui, Taiwan
摘要This research investigated direct and indirect relationship between brand equity constructs. We employed the customer-based brand equity of Aaker's (1991) which incorporated four dimensions of brand equity namely, brand awareness, brand associations, perceived quality and brand loyalty. This present study looked at Indonesia as one of emerging market which becomes a more important market that there are many growth opportunities internationally, and using the teenager frequent consumers ofMc Donald's restaurant as subjects. We chose the object of the famous global brand Mc Donald's restaurant as the biggest companies of fast food restaurant in hospitality industry that implements local adaptations. We implement Structural Equation Modelling with LISREL to examine the hypothesis. Based on our analysis and result, we found that there are direct and indirect relationships among brand equity construct, whereas perceived quality and brand awareness are important variables which affect brand loyalty.
關鍵字Emerging Market;Teenagers;Brand equity;Brand Awareness;Brand Association;Perceived Quality;Brand;Loyalty
語言英文
收錄於
會議性質國際
校內研討會地點淡水校園
研討會時間20090530~20090530
通訊作者
國別中華民國
公開徵稿Y
出版型式
出處Proceedings of the 2009 International Conference in Management Sciences and Decision Making=2009年管理科學與經營決策國際學術研討會論文集, pp.49-56
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