教師資料查詢 | 類別: 會議論文 | 教師: 胡大謙 HU DA-CHIAN (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99
學期2
發表日期2011/05/21
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Retno Widowati P.A.; Hu; Da-Chian
作品所屬單位淡江大學經營決策學系
出版者Tamsui, Taipei : Tamkang University, Department of Management Sciences and Decision Making
會議名稱The 2011 International Conference in Management Sciences and Decision Making=2011年管理科學與經營決策國際學術研討會
會議地點臺北縣, 臺灣
摘要This study aimed to detennine 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, brand association and perceived quality directly and indirectly affect brand loyalty 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 fmdings 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
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20110521~20110521
通訊作者
國別中華民國
公開徵稿Y
出版型式紙本
出處Proceedings of the 2011 International Conference in Management Sciences and Decision Making= 2011年管理科學與經營決策國際學術研討會論文集, pp.230-240
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