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。

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.

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

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