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 en
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 TWN
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

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/98543 )

機構典藏連結