English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 51275/86342 (59%)
造訪人次 : 8145943      線上人數 : 93
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/91991


    題名: The relationships between brand awareness, brand association, perceive quality, and brand loyalty - A case study of Indonesian consumers
    作者: Liao, She-hsien;PA, Retno Widowati;Hu, Da-chian
    貢獻者: 淡江大學管理科學學系;淡江大學經營決策學系
    關鍵詞: Emerging Market;Teenagers;Brand equity;Brand Awareness;Brand Association;Perceived Quality;Brand;Loyalty
    日期: 2009-05
    上傳時間: 2013-08-12 14:45:49 (UTC+8)
    出版者: Tamsui, Taipei : Department of Management Sciences and Decision Making, College of Management, Tamkang University
    摘要: This research investigated direct and indirect relationship between brand equity constructs. We employed the customer-based brand equity of Aaker's (1991) which incorporated four dimensions of brand equity namely, brand awareness, brand associations, perceived quality and brand loyalty. This present study looked at Indonesia as one of emerging market which becomes a more important market that there are many growth opportunities internationally, and using the teenager frequent consumers ofMc Donald's restaurant as subjects. We chose the object of the famous global brand Mc Donald's restaurant as the biggest companies of fast food restaurant in hospitality industry that implements local adaptations. We implement Structural Equation Modelling with LISREL to examine the hypothesis. Based on our analysis and result, we found that there are direct and indirect relationships among brand equity construct, whereas perceived quality and brand awareness are important variables which affect brand loyalty.
    關聯: Proceedings of the 2009 International Conference in Management Sciences and Decision Making=2009年管理科學與經營決策國際學術研討會論文集, pp.49-56
    顯示於類別:[管理科學學系暨研究所] 會議論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    index.html0KbHTML130檢視/開啟

    在機構典藏中所有的資料項目都受到原著作權保護.

    TAIR相關文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回饋