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System No. U0002-2906201100160000
Title (in Chinese) 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
Title (in English) 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.
Other Title
Institution 淡江大學
Department (in Chinese) 管理科學研究所博士班
Department (in English) Graduate Institute of Management Science
Other Division
Other Division Name
Other Department/Institution
Academic Year 99
Semester 2
PublicationYear 100
Author's name (in Chinese) 慧娣
Author's name(in English) Retno Widowati Purnama Asri
Student ID 894560647
Degree 博士
Language English
Other Language
Date of Oral Defense 2011-05-27
Pagination 102page
Committee Member advisor - 廖述賢
co-chair - 廖述賢
co-chair - 李月華
co-chair - 陳水蓮
co-chair - 林隆儀
co-chair - 陳美芳
co-chair - 蔡瑤昇
co-chair - 謝佩玲
Keyword (inChinese) 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
Keyword (in English) brand awareness
brand associations
perceived quality
brand loyalty
customer-based brand equity
Other Keywords
Subject
Abstract (in Chinese)
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。
Abstract (in English)
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.
Other Abstract
Table of Content (with Page Number)
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
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I grant the authorization for the public to view/print my electronic full text with royalty fee and I donate the fee to my school library as a development fund.
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