淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-2906201100160000
中文論文名稱 品牌知名度、品牌聯想、知覺品質與品牌忠誠之關聯性研究:台灣與印尼青少年消費者之顧客基礎品牌權益比較
英文論文名稱 Study of the Relationships between Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty: A Comparison of customer based brand equity between Taiwanese and Indonesian teenage consumers.
校院名稱 淡江大學
系所名稱(中) 管理科學研究所博士班
系所名稱(英) Graduate Institute of Management Science
學年度 99
學期 2
出版年 100
研究生中文姓名 慧娣
研究生英文姓名 Retno Widowati Purnama Asri
學號 894560647
學位類別 博士
語文別 英文
口試日期 2011-05-27
論文頁數 102頁
口試委員 指導教授-廖述賢
委員-廖述賢
委員-李月華
委員-陳水蓮
委員-林隆儀
委員-陳美芳
委員-蔡瑤昇
委員-謝佩玲
中文關鍵字 品牌知名度  品牌聯想  認知品質  品牌忠誠  顧客基礎品牌權益 
英文關鍵字 brand awareness  brand associations  perceived quality  brand loyalty  customer-based brand equity 
學科別分類
中文摘要 本研究目的在於決定顧客基礎品牌權益內的構面間關係,特別是影響品牌忠誠的相關構面;同時本研究也藉此希望能提供對台灣與印尼青少年消費行為的進一步的瞭解。本研究925份樣本是以立意抽樣方式取自於台灣與印尼青少年,並配合LISREL軟體以結構化方程模組來檢視各項研究假設及確認本研究模式的配適程度。本研究首先檢視模式中的品牌知名度、品牌聯想、認知品質對於品牌忠誠的直接與間接關係,並有系統地衡量一份可信與有效的品牌權益量表。其次,本研究也將探討青少年消費者的顧客基礎品牌權益在先進新興市場(台灣)與次級新興市場(印尼)之間是否有顯著的差異。
本研究結果顯示,顧客基礎品牌權益中的品牌知名度、品牌聯想與認知品質三者在兩個國家中皆能直接和間接地影響品牌忠誠。本研究也發現,青少年消費者的顧客基礎品牌權益在這兩個新興的市場(台灣與印尼)之間是有顯著的差異,而此一現象能讓我們瞭解到「全球在地化」的重要概念。最後,本研究發現除能對行銷策略人員提出管理意涵之外,其研究概念也可做為日後相關研究的參考依據。
英文摘要 This study aimed to determine the relationships among customer-based brand equity constructs especially in relation to the construct affecting brand loyalty as well as a more thorough understanding of teenage consumer behaviour of Taiwanese and Indonesian teenage consumers. This study obtained 925 data of teenage consumers in Taiwan and Indonesia from purposive sampling and implemented Structural Equation Modelling (SEM) with LISREL software to test the hypotheses and certify the fitness of the research models. The objectives of this research is firstly to examine the direct and indirect relationships of brand awareness, brand association and perceived quality toward brand loyalty in our model, and to measure systematically a reliable and valid scale of brand equity. The second objective is to investigate whether there is distinction of customer-based brand equity between the teenage consumer in advanced emerging markets (Taiwan) and in the secondary emerging market (Indonesia).
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 findings had managerial implications not only for marketing strategists, but also conceptually relevant to the future research.
論文目次 Content
LIST OF TABLES IV
LIST OF FIGURES V
ABSTRACT VI
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 RESEARCH AIM AND OBJECTIVES 6
1.3 RESEARCH PROCEDURE 7
1.4 ORGANIZATION OF THE DISSERTATION 7
CHAPTER 2 LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT 9
2.1 THEORETICAL BACKGROUND 9
2.1.1 Brand 9
2.1.2 Brand Equity 9
2.1.3 Customer- Based Brand Equity 11
2.1.4 Brand Loyalty 14
2.1.5 Brand Awareness 17
2.1.6 Brand Association 18
2.1.7 Perceived Quality 19
2.1.8 Conclusions of the literature review 20
2.2 HYPOTHESES DEVELOPMENT 21
2.2.1 Relationships between Brand Awareness and Brand Associations. 21
2.2.2 Relationships between Brand Awareness and Brand Associations and Brand Loyalty 22
2.2.3 Relationships between Brand Awareness and Brand Associations and Perceived Quality 22
2.2.4 Relationships between Perceived Quality and Brand Loyalty 23
2.2.5 Mediating Effect 24
2.2.6 Moderating Effect 27
2.3 Research Map 29
CHAPTER 3 RESEARCH DESIGN AND RESEARCH METHOD 32
3.1 RESEARCH FRAMEWORK 32
3.2 OPERATIONAL DEFINITION 33
3.2.1 Brand awareness 33
3.2.2 Brand Association 33
3.2.3 Perceived Quality 34
3.2.4 Brand Loyalty 34
3.2.5 Demographic Variable 35
3.3 Pilot study and pre-test of questionnaires. 35
3.4 The Data Collection 36
3.4.1 Sampling Method 36
3.4.2 Procedure 36
3.5 Method of analysis 37
3.5.1 Measurement Model 37
3.5.2 Structural Model 39
3.5.3 Multi-group Analysis 39
CHAPTER 4 ANALYSIS AND RESULTS OF TAIWANESE SAMPLES 40
4.1 PROFILE OF MCDONALD’S TAIWAN. 40
4.2 SAMPLING FRAME 42
4.3 MEASUREMENT MODEL 45
4.3.1 Overall Model Fit 46
4.3.2 Model Modification 46
4.3.3 Reliability 47
4.3.4 Validity 49
4.3.5 Correlation Analysis 50
4.3.6 CMV test 51
4.4 STRUCTURAL MODEL 51
4.4.1 The Direct Relationships 52
4.4.2 Indirect relationships (Mediating Effects) 53
CHAPTER 5 ANALYSIS AND RESULTS OF INDONESIAN SAMPLES 56
5.1 PROFILE OF MCDONALD’S INDONESIA 56
5.2 THE SAMPLING FRAME 57
5.3 MEASUREMENT MODEL 60
5.3.1 Overall model Fit 60
5.3.2 Model Modification 61
5.3.3 Reliability 62
5.3.4 Validity 63
5.3.5 Correlation Analysis 65
5.4 STRUCTURAL MODEL 65
5.4.1 The Direct Relationships 66
5.4.2 Indirect relationships (Mediating Effects) 67
CHAPTER 6 COMPARISON ANALYSIS AND RESULTS 70
6.1 COMPARISON BETWEEN TAIWANESE AND INDONESIAN SAMPLE 70
6.2.MODERATING EFFECT OF MARKETPLACE 73
CHAPTER 7 CONCLUSIONS 79
7.1 SUMMARY 79
7.2 IMPLICATIONS 80
7.2.1 ACADEMIC IMPLICATIONS 80
7.2.2 MANAGERIAL IMPLICATIONS 81
7.3 LIMITATIONS AND FUTURE RESEARCH SUGGESTION 82
7.3.1 CONCEPTUAL 82
7.3.2 OPERATIONAL 82
REFERENCES 84
APPENDIX A 97
APPENDIX B 100

List of Table

Table 2.1 Summary of previous related research on customer-based perspectives brand equity 13
Table 4.1 Profile of respondents in Taiwan 43
Table 4.2 Characteristic of samples toward McDonald’s restaurant in Taiwan 44
Table 4.3 Overall Model Fit of Taiwan Sample 46
Table 4.4 Standard Coefficients and Model fit statistics of Taiwan Data 47
Table 4.5 Reliability of Taiwan Sample 48
Table 4.6 Convergent Validity of Taiwan Sample 49
Table 4.7 Discriminate Validity of Taiwan Sample 50
Table 4.8 Mean, Standard Deviation and Correlations of Taiwan Sample 50
Table 4.9 Goodness of Model Fit of Taiwan Sample 51
Table 4.10 Direct Effect of Taiwan Sample 53
Table 4.11 Total and Indirect Effect of Taiwan Sample 54
Table 5.1 Profile of Indonesian Sample 58
Table 5.2 Characteristic of samples towards McDonald’s Restaurant in Indonesia 59
Table 5.3 Overall Model Fit of Indonesian Sample 61
Table 5.4 Standard Coefficient and Model Fit of Statistics of Indonesian Sample 62
Table 5.5 Reliabilityof Indonesian Sample 63
Table 5.6 Convergent Validity of Indonesian sample 64
Table 5.7 Discriminate Validity of Indonesian sample 65
Table 5.8 Mean, Standard Deviation and Correlations of Indonesian Sample 65
Table 5.9 Goodness of Model Fit of Indonesian Sample 66
Table 5.10 Direct Effect of Indonesian Sample 67
Table 5.11 Total and Indirect Effect of Indonesian Sample 68
Table 6.1 Statistics of Samples 70
Table 6.2 Demographic Data of samples 70
Table 6.3 Comparison of results between Taiwanese and and Indonesian sample 71
Table 6.4 Chi-square difference test 74
Table 6.5 Comparison of Structural Model between two marketplaces 75

List of Figures
Figure 2.1 Research Map 29
Figure 3.1 The research framework. 32
Figure 4.1 Result of proposed model in Lisrel of Taiwanese Sample 55
Figure 5.1 Result of proposed model in Lisrel of Indonesian Sample. 69









































參考文獻 Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38 (Spring), 102-120.
Agarwal, M. K., & Rao, V. R. (1996). An empirical comparison of consumer-based measures of brand equity. Marketing Letters, 7(3), 237–247.
Alden, D. L., Steenkamp, J. B. E. M., & Batra, R. (2006). Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences. International Journal of Research in Marketing, 23(3), 227-239.
Ambler, T., Bhattacharya, C., Edell, J., & Keller, K. (2002). Relating brand and customer perspectives on marketing management. Journal of Service Research, 5(1), 13-25.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin 103(3), 411–423.
Appadurai, A. (1990). Disjuncture and Difference in the Global Economy, in Global Culture: Nationalism, Globalization, and Modernity, ed. Mike Featherstone, London: Sage, 295-310.
Atilgan, E., Aksoy, S., & Akinci, S. (2005). Determinants of brand equity. Marketing Intelligence and Planning, 23(3), 237-248.
Bagozzi R. P., & Phillips, L. W. (1982). Representing and testing organizational theories: a holistic construal. Administrative Science Quarterly, 27(11), 459–489.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.
Batra, R. (1999). Marketing Issues in Transitional Economies. Boston: Kluwer Academic Publishers.
Bagozzi, R. P. (1982). Representing and testing organizational theories: A holistic construal. Administrative Science Quarterly, 27(3), 459-489.
Belen, D. R. A., Vazquez, R., & Iglesias, V. (2001). The effect of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425.
Bennet, A. (1999). Popular Music and Youth Culture: Music, Identity, and Place, London: Palgrave.
Benjamin, L. (1959). The Dynamics of Brand Loyalty and Brand Switching. Proceedings, Fifth Annual Conference, Advertising Research Foundation, September.
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107, 238 -246.
Bentler, P. M. (1992). On the fit of models to covariances and methodology to the bulletin. Psychological Bulletin, 112(3), 400-404.
Biel, A. L. (1991). Converting Brand Image into Brand Equity, ADMAP, October.
Blackston, M. (1995). The qualitative dimension of brand equity. Journal of Advertising Research, 35(4), RC2–RC7.
Brockman, B. K., & Morgan, R. M. (2006). The moderating effect of organizational cohesiveness in knowledge use and new product development. Journal of Academic Marketing Science, 34(3), 295-307.
Browne, M., & Cudeck R. (1989). Single sample cross-validation indices for covariance structures. Multivariate Behavioural Research, 24(4), 445-455.
Boulding, W., Karla, A., Staelin, R., & Zeithaml, V. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1) 7-27.
Byrne, B. M. (1998). Structural Equation Modeling with LISREL, PRELIS, and SIMPLIS: Basic: concepts, applications and programming. New Jersey: Lawrence Erlbaum Associates, Inc.
Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intention. Journal of Advertising, 24(3), 25-40.
Chen, T. C., Hsu, C. H., Chen, C. Y., & Lii, P. (2010). Constructing virtual channel power model. African Journal of Business Management, 4(12), 2430-2437.
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Curran, P. J. (1996). The robustness of test statistics to non normality and specification error in confirmatory factor analysis. Psychological Bulletin, 109, 512-519.
Devaraj, S., Matta, K. P., & Conlon, E. (2001). Product and service quality: The antecedents of customer loyalty in the automotive industry. Production and Operations Management, 10(4), 424-439.
Diamantopoulus, A. & Sigouw, J. A. (2000). Introducing LISREL: a guide for the uninitiated, Sage Publication.
Dodds, W B., Kent, B. M., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research. 48(3) 307-319.
Dyson, P., Farr, A., & Hollis, N. (1996). Understanding, measuring, and using brand equity. Journal of Advertising Research, 36(6), 9-21
Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product and Brand Management, 15(2), 98-105.
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75.
Farquhar, P.H. (1990). Managing brand equity. Journal of Marketing Research, 30(4), 7-12.
Farquhar, P. H., Han, J. Y., & Ijiri, Y. (1991). Recognizing and measuring brand assets. Cambridge, MA: Marketing Science Institute.
Firat, A. F. (1997). Globalization of fragmentation: A framework for understanding contemporary global markets. Journal of International Marketing, 5(2), 77-86.
Francois, P., & MacLachlan, D. L. (1995). Ecological validation of alternative consumer-based brand strength measures. International Journal of Research in Marketing, 12(4), 321–332.
French, A., & Smith, G. (2010). Measuring political brand equity: A consumer oriented approach. European Journal of Marketing, 44(3/4), 460-477.
Friedman, J. (1990). Being in the world: Globalization and Localization, in Global Culture: Nationalism, Globalization, and Modernity, ed., 311-328, Mike Featherstone, London: Sage.
Giddens, A. (1991). The Modernity and Self identity: Self and society in the late modern age: Stanford, CA: Stanford University Press.
Gounaris, S., & Stathakopoulos, V. (2004). Antecedent and consequences of brand equity management. Journal of Brand Management, 11, 283-306.
Gralpois, B. (1998). Fighting the illusion of brand equity. Direct Marketing, 61(8), 62-65.
Hair, J. F, Anderson, R. E., Tatham, R. L., & Black, W.C (1998). Multivariate Data Analysis. UK: Prentice Hall International.
Hanzaee K. H, & Yazd R. M. (2010). The impact of brand class, brand awareness and price on two important consumer behavior factors; customer value and behavioral intentions. African Journal of Business Management, 4 (17), 3775-3784.
Hardie, B. G. S., Johnson, E. J., & Fader, P. S. (1993). Modelling loss aversion and reference dependence effects on brand choice. Marketing Science, 12(4), 378-394.
Hassan, S. S., & Katsanis, L. P. (1991). Identification of global consumer segments: A behavioural framework. Journal of International Consumer Marketing, 3(2), 11–28.
Holt, D. B. (1997). Poststructuralist lifestyle analysis: Conceptualizing the social patterning of consumption in post-modernity. Journal of Consumer Research, 23(4), 326-350.
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55.
Hu, H. Y., Chiu S. I., Cheng C. C., & Hsieh I. F. (2010). A study on investigating patient satisfaction of medical centers using Taiwan customer satisfaction index in Taiwan. African Journal of Business Management, 4(14), 3207-3216.
John, D. B., Barbara, L., Kim, K., & Monga, A. B. (2006). Brand concept maps: A methodology for identifying brand association networks. Journal of Marketing Research, 43(4), 549-563.
Johnson, M. D., Eugene W. A., & Fornell, C. (1995). Rational and adaptive performance expectations in a customer satisfaction framework. Journal of Consumer Research, 21(4) 695-707.
Jöreskog, K. G. & Sörbom, D. (1989). LISREL 7: A guide to the program and applications, Chicago: SPSS.
Jöreskog, K. G. & Sörbom, D. (1996). LISREL 8: User’s Reference Guide. Scientific Software International: Chicago, IL
Kamakura, W. A., & Russell, G. J. (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, 10(1), 9–22.
Kapferer, J. N. (1997), Strategic Brand Managemen. London: Kogan Page.
Kara, A., Kaynak E, & Kucukemiroglu, O. (1997). Marketing strategies for fast food restaurant: A customer view. British Food Journal, 99(9), 318-324.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ: Prentice Hall.
Keller, K. L. (1999). Managing Brand for the Long Run: Brand Reinforcement and Revitalization Strategies”. California Management Review, Berkeley, Spring, 102-124.
Keller, K. L. (2001). Building Customer-Based Brand Equity, Marketing Management, Chicago, 10, Jul/Aug, 15-19.
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand. Equity, 2nd Ed. Upper Saddle River, NJ: Prentice Hall.
Kim, W. G., & Kim, H. B. (2004). Measuring customer-based restaurant brand equity: Investigating the relationship between brand equity and firms’ performance. Cornell Hotel and Restaurant Administration Quarterly, 45(2), 115-131.
Kim, H. B., & Kim W. G. (2005). Relationship between brand equity and financial performance in luxury hotels and chain restaurants. Tourism Management, 26(4), 549-560
Kjeldgaard, D., & Askegaard, S. (2006). The glocalization of youth culture: The global youth segment as structures of common difference. The Journal of Consumer Research, 33(2), 231-247.
Kohli, C., & Leuthesser, L. (2001). Capitalizing on intellectual capital: Ivey Business Journal; 65 (4), 74.
Kotler, P. (1991), Marketing Management-Analysis, Planning, Implementation and Control. 7th Ed., NJ: Prentice-Hall, Inc Englewood Cliffs.
Kotler, P. (2000), Marketing Management: Analysis, Planning, Implementation and Control, 10 th Ed. Prentice Hall, Inc Englewood Cliffs.
Kristensen, K., Martensen, A., & Gronholt, L. (2002). Customer Satisfaction and Business Performance. In Neely, A. (Ed.) Business Performance Measurement: Theory and Practice. Cambridge: Cambridge University Pres
Lassar, B. M., & Arun, S. (1995). Measuring customer based brand equity. Journal of Consumer Marketing. 2(4), 11-19.
Lattin, J. M. (1987). A Model of Balanced Choice Behavior. Marketing Science, Providence, 6, Winter, 48-65.
Lau, G. T., & Lee, S. H. (1999). Consumers trust in a brand and the link to brand loyalty. Journal of Market Focused Management, 4(4), 341-370.
Leavitt, J. H. (1954). A Note on Some Experimental Findings about the Meaning of Price. Journal of Business, 27 (July), 205-210.
Leuthesser, L. (1988). Defining, Measuring and Managing Brand Equity, Report 88-104, Cambridge, MA: Marketing Science Institute.
Levidge, R. J., & Steiner, G. A. (1961). A model of predictive measurement of advertising effectiveness. Journal of Marketing, 25(11), 59 – 62.
Liu, H. Y., & Hung, W. T. (2010). Online store trustworthiness and customer loyalty: Moderating the effect of the customer perception of virtual environment. African Journal of Business and Management, 4(14), 2915-2920
Mahajan, V, Rao, V., & Srivastava, R. (1991). Mode for assessing impact of brand strength on investment decisions, managing brand equity: Conference summary, Elliotmaltz, ed., Report Number 91-110, Cambridge, MA: Marketing Science Institute, 14-15.
Maira, S. (2004). Imperial Feelings: Youth Culture, Citizenship, and Globalization. In Marcelo M. Suarez-Orozco and Desire′e Baolian Qin-Hilliard (Ed.), Globalization: Culture and Education in the New Millennium (pp. 203–34): University of California Press.
Matilla, A. S., & Enz, C. A. (2002). The role of emotions in service encounters. Journal of Service research, 4(4), 268-277.
MacCallum R. C., Browne M. W., & Sugawara H. M. (1996). Power analysis and determination of sample size for covariance structure modeling. Psychological Methods 1(2), 130–149.
Motameni, R., & Shahroki, M. (1998). Brand equity valuation: a global perspective. Journal of Product and Management, 7(4), 275-291.
Netemeyer, G., Bearden O. W., & Sharma, S. (2003). Scaling Procedures, Issues and Applications. California: Sage Publications.
Netemeyer, R. G., Krishnan, B., Pullig, C., & Wang, G. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209- 224.
Neuman, W. L. (2000). Social Research Methods, Qualitative and Quantitative approaches. Boston: Allyn & Bacon.
Oliver, R. L. (1997). Satisfaction: A Behavioural Perspective on the Consumer, New York: McGraw-Hill.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement- Empirical evidence. Journal of Product & Brand Management, 14(3), 142-154.
Park, C. S., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31(2), 271 - 288.
Phau, I., & Lau, K. C. (2000). Conceptualising brand personality: a review and research propositions. Journal of Targeting, Measurement and Analysis for Marketing, 9 (1), 52-69.
Phipps, M., Brace-Govan, J., & Jevons, C. (2010). The duality of political brand equity. European Journal of marketing, 44(3/4), 496-514.
Pitta, D. A., & Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of consumer marketing, 12(4), 51-64.
Prasad, K., & Dev, C. S. (2000). Managing hotel brand equity: A customer-centric framework for assessing performance. Cornell Hotel and Restaurant Administration quarterly, 41(3), 22-31.
Rio, A., Vasquez, R., and Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-25
Robertson, R. (1992). Globalization: Social Theory and Global Culture. London: Sage.
Sharma, S., Richard M. D., & Oded G. (1981). Identification and Analysis of Moderator Variables. Journal of Marketing Research, 18 (August), 291-300.
Shocker, A. D., & Weitz, B. (1988). A perspective on brand equity principles and issues. Report 88-104, Cambridge, MA: Marketing Science Institute.
Shocker, A. D., Srivastava, R. K., & Rueckert, R. W. (1994). Challenges and opportunities facing brand management: An introduction to the special issue. Journal of Marketing Research, 31(2), 149-158.
Schumacker, R. E., & Lomax, R. G. (1996). A beginner's guide to structural equation modelling, Mahwah, NJ: Lawrence Erlbaum Associates.
Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28-52.
Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket. Journal of Retailing, 74(2), 223-245.
Srivastava, R. K., & Shocker, A. D. (1991). Brand equity: A perspective on its meaning and measurement. Cambridge, MA: Marketing Science Institute.
Steenkamp, J. B. E. M., & Burgess, S. M. (2002). Optimum stimulation level and exploratory consumer behaviour in an emerging consumer market. International Journal of Research in Marketing, 19(2), 131-150.
Steiger, J. H. (1990) Structural model evaluation and modification: An interval estimation approach. Multivariate Behavioural Research, 25, 173-180.
Swait, J., Erdem, T., Louviere, J. & Dubelaar, C. (1993). The equalization price: A measure of consumer-perceived brand equity. International Journal of Research in Marketing, 10(1), 23-45.
Thompson, C., & Arsel, Z. (2004). The Starbucks brandscape and consumers' (anti-corporate) experiences of globalization. Journal of Consumer Research, 31(3), 631-642.
Turner, B. S. (2003). McDonaldization: Linearity and liquidity in consumer cultures. American Behavioural Scientist, 47(2),137-152.
Ramos, V. A. F., & Franco S. M. J. (2005). The impact of marketing communication and price promotion on brand equity. The Journal of Brand Management, 12(6), 431-444.
Washburn, J. H., & Plank R. E. (2002). Measuring brand equity: An evaluation of a consumer based brand equity scale. Journal of Marketing Theory and Practice, 10(1), 46-62.
Wattanasuwan, K., & Richard E. (1999). The Buddhists self and symbolic consumption: The consumption experience of the teenage Dhammakaya Buddhists in Thailand. In Eric J. Arnould Linda M. Scott (Ed.) Advances in Consumer Research 26, (50–55), Provo, UT: Association of Consumer Research.
Waters, M. (1995). Globalization. London: Sage
Wilk, R. (1995). Learning to be Local in Belize: Global systems of common difference. In Daniel Miller (Ed.) Worlds Apart: Modernity through the Prism of the Local (110–33), London: Routledge.
Yoo, B., Donthu, N, & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of Academic Marketing Science. 28(2), 195-211.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
Zheithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhou, K. Z., Su, C., & Bao, Y. (2002). A paradox of price-quality and market efficiency: A comparative study of the U.S. and China markets. International Journal of Research in Marketing, 19(4), 349-365
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2011-07-05公開。
  • 同意授權瀏覽/列印電子全文服務,於2011-07-05起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信