A study on the customer-based brand equity of Taiwanese and indonesian teenagers for a global brand

淡江大學機構典藏 > 商管學院 > 管理科學學系暨研究所 > 會議論文 > Item 987654321/98539

請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/98539

題名:	A study on the customer-based brand equity of Taiwanese and indonesian teenagers for a global brand
作者:	Retno Widowati P.A.;Hu;Da-Chian
貢獻者:	淡江大學經營決策學系
關鍵詞:	customer-based brand equity;teenage consumers;emerging market;glocalization, structural equation modelling
日期:	2011-05
上傳時間:	2014-08-12 15:22:31 (UTC+8)
出版者:	Tamsui, Taipei : Tamkang University, Department of Management Sciences and Decision Making
摘要:	This study aimed to detennine 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, brand association and perceived quality directly and indirectly affect brand loyalty 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 fmdings 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.
關聯:	Proceedings of the 2011 International Conference in Management Sciences and Decision Making= 2011年管理科學與經營決策國際學術研討會論文集, pp.230-240
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	大小	格式	瀏覽次數
index.html	0Kb	HTML	189	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

資料載入中.....