English  |  正體中文  |  简体中文  |  Items with full text/Total items : 51317/86412 (59%)
Visitors : 8179558      Online Users : 92
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/987654321/96666


    Title: A study on the customer-based brand equity of Taiwanese and Indonesian teenagers for a global brand
    Authors: Liao, Shu-Hsien;Retno Widowati P.A.;Hu;Da-Chian
    Contributors: 淡江大學管理科學學系
    Keywords: Customer-based brand equity;teenage consumers;emerging market;glocalization;structural equation modelling
    Date: 2011-12-28
    Issue Date: 2014-03-12 15:46:34 (UTC+8)
    Publisher: Victoria Island: Academic Journals
    Abstract: 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.
    Relation: African Journal of Business Management 5(34), pp. 12929-12938
    DOI: 10.5897/AJBM10.1578
    Appears in Collections:[管理科學學系暨研究所] 期刊論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML125View/Open

    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