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

標題:A study on the customer-based brand equity of Taiwanese and Indonesian teenagers for a global brand
學年100
學期1
出版(發表)日期2011/12/28
作品名稱A study on the customer-based brand equity of Taiwanese and Indonesian teenagers for a global brand
作品名稱(其他語言)
著者Liao, Shu-Hsien; Retno Widowati P.A.; Hu; Da-Chian
單位淡江大學管理科學學系
出版者Victoria Island: Academic Journals
著錄名稱、卷期、頁數African Journal of Business Management 5(34), pp. 12929-12938
摘要This study aimed to determine the customer-based brand equity of Taiwanese and Indonesian teenage consumers using data from 925 teenage consumers in Taiwan and Indonesia from purposive sampling. This study implemented Structural Equation Modelling (SEM) with LISREL software to test the hypotheses and certify the fitness of the research models. This research provided insight into the young teenage consumers brand equity and pointed to further opportunities for investigation in the context of emerging markets. The results showed that brand awareness (BAW), brand association (BA) and perceived quality (PQ) directly and indirectly affect brand loyalty (BL) in the constructs of customer-based brand equity between the countries. This research also showed the distinctions of customer-based brand equity between the teenage consumers in two emerging markets (Taiwan and Indonesia), and realized the crucial concept of glocalization. Those findings supported and had implications managerially for marketing strategists, and are also conceptually relevant to the future research in the field of international marketing and consumer behaviour.
關鍵字Customer-based brand equity; teenage consumers; emerging market; glocalization; structural equation modelling
語言英文(美國)
ISSN1993-8233
期刊性質國外
收錄於SSCI
產學合作
通訊作者Retno Widowati P.A.
審稿制度
國別奈及利亞
公開徵稿
出版型式電子版
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