淡江大學機構典藏:Item 987654321/92083
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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/92083


    Title: Do consumers perceive differences among national brands, international private labels and local private labels? The case of Taiwa
    Authors: Cheng, Julian Ming-Sung;Chen, Lily Shui-Lien;Lin, Julia Ying-Chao;Wang, Edward Shih-Tse
    Contributors: 淡江大學管理科學學系
    Keywords: Brands;Consumer behaviour;Generics;Labelling;Taiwan
    Date: 2007
    Issue Date: 2013-08-14 11:49:16 (UTC+8)
    Publisher: Emerald Group Publishing Limited
    Abstract: Purpose – This research attempts to investigate the differences of consumer perceptions on product quality, price, brand leadership and brand personality among national brands, international private labels and local private labels. It aims to use product categories as the moderator of the preceding perceptions.

    Design/methodology/approach – Data were collected outside the entrances of the main rail station of Taipei, Taiwan. A systematic sampling was adopted and 254 questionnaires were eventually collected.

    Findings – The findings revealed that on the whole national brands were perceived as significantly superior to international private labels, while international private labels were perceived as being superior to local private labels in terms of all perceptions except price perception. The findings also revealed that product categories moderated price and brand personality perceptions across the three brand types, while product categories failed to moderate the effect of the three brands types on quality and brand leadership perceptions.
    Relation: Journal of Product and Brand Management 16(6), pp.368-376
    DOI: 10.1108/10610420710823735
    Appears in Collections:[Department of Management Sciences] Journal Article

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