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 en_US
ISSN 1993-8233
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 NGA
公開徵稿
出版型式 電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/96666 )

機構典藏連結
SDGS 產業創新與基礎設施