|標題：Do consumers perceive differences among national brands, international private labels and local private labels? The case of Taiwa|
|作品名稱||Do consumers perceive differences among national brands, international private labels and local private labels? The case of Taiwa|
|著者||Cheng, Julian Ming-Sung; Chen, Lily Shui-Lien; Lin, Julia Ying-Chao ; Wang, Edward Shih-Tse|
|出版者||Emerald Group Publishing Limited|
|著錄名稱、卷期、頁數||Journal of Product and Brand Management 16(6), pp.368-376|
|摘要||Purpose – This research attempts to investigate the differences of consumer perceptions on product quality, price, brand leadership and brand personality among national brands, international private labels and local private labels. It aims to use product categories as the moderator of the preceding perceptions.
Design/methodology/approach – Data were collected outside the entrances of the main rail station of Taipei, Taiwan. A systematic sampling was adopted and 254 questionnaires were eventually collected.
Findings – The findings revealed that on the whole national brands were perceived as significantly superior to international private labels, while international private labels were perceived as being superior to local private labels in terms of all perceptions except price perception. The findings also revealed that product categories moderated price and brand personality perceptions across the three brand types, while product categories failed to moderate the effect of the three brands types on quality and brand leadership perceptions.
|關鍵字||Brands; Consumer behaviour;Generics; Labelling;Taiwan|
|通訊作者||Cheng, Julian M-S|