English  |  正體中文  |  简体中文  |  Items with full text/Total items : 56437/90265 (63%)
Visitors : 11705394      Online Users : 34
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/91991

    Title: The relationships between brand awareness, brand association, perceive quality, and brand loyalty - A case study of Indonesian consumers
    Authors: Liao, She-hsien;PA, Retno Widowati;Hu, Da-chian
    Contributors: 淡江大學管理科學學系;淡江大學經營決策學系
    Keywords: Emerging Market;Teenagers;Brand equity;Brand Awareness;Brand Association;Perceived Quality;Brand;Loyalty
    Date: 2009-05
    Issue Date: 2013-08-12 14:45:49 (UTC+8)
    Publisher: Tamsui, Taipei : Department of Management Sciences and Decision Making, College of Management, Tamkang University
    Abstract: 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.
    Relation: 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
    Appears in Collections:[Department of Management Sciences] Proceeding

    Files in This Item:

    File Description SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

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