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 of customer based brand equity: a comparison between Taiwan and indonesia's consumers
學年96
學期2
發表日期2008/06/28
作品名稱A study of customer based brand equity: a comparison between Taiwan and indonesia's consumers
作品名稱(其他語言)
著者Liao, Shu-hsien; Retno Widowati P.A.; 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 : Tamkang University, Department of Management Sciences and Decision Making
會議名稱The 2008 International Conference in Management Sciences and Decision Making=2008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Customer-based brand equity has garnered considerable attention. This study. will employed the customer-based brand equity of Aaker' (1991) to explore the relationship among four dimensions of brand equity, namely brand loyalty, brand awareness, brand associations, and perceived quality. We used the teenager frequent consumers as subjects, related to the object of Mc Donald fast food restaurants in two Asian countries, Taiwan and Indonesia.
We proposed hypotheses that there are direct and indirect relationship between brand equity constructs. A total of 213 completed questionnaires of frequent consumers were obtained from Taiwan sample and 239 completed questionnaires obtained from Indonesia. We implement Structural Equation Modelling with LISREL to examine the hypotheses. From our analysis and result, we found that the direct and indirect relationships among the brand equity dimensions, some are the similar and some are different between samples of two countries. We also discussed more detail analysis, managerial implication as well as limitation and further research suggestions in this study.
關鍵字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20080628~20080628
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 2008 International Conference in Management Sciences and Decision Making= 2008年管理科學與經營決策國際學術研討會論文集, pp.55-80
相關連結
Google+ 推薦功能,讓全世界都能看到您的推薦!