Tamsui, Taipei : Tamkang University, Department of Management Sciences and Decision Making
Customer-based brand equity has garnered considerable attention. This study. will employed the customer-based brand equity of Aaker' (1991) to explore the relationship among four dimensions of brand equity, namely brand loyalty, brand awareness, brand associations, and perceived quality. We used the teenager frequent consumers as subjects, related to the object of Mc Donald fast food restaurants in two Asian countries, Taiwan and Indonesia. We proposed hypotheses that there are direct and indirect relationship between brand equity constructs. A total of 213 completed questionnaires of frequent consumers were obtained from Taiwan sample and 239 completed questionnaires obtained from Indonesia. We implement Structural Equation Modelling with LISREL to examine the hypotheses. From our analysis and result, we found that the direct and indirect relationships among the brand equity dimensions, some are the similar and some are different between samples of two countries. We also discussed more detail analysis, managerial implication as well as limitation and further research suggestions in this study.
Proceedings of the 2008 International Conference in Management Sciences and Decision Making= 2008年管理科學與經營決策國際學術研討會論文集, pp.55-80