| Summary: | 碩士 === 實踐大學 === 企業管理研究所 === 93 === The purpose of this research work focused on key marketing aspects with respect to Taiwan and Europe. It discussed the impacts of country-of-origin, international marketing strategy on brand equity and consumer’s purchase intention as well as how companies employed international marketing strategy through brand equity to influence consumers purchasing decision.
This research reorganized the academic theory and research gathered and utilized them as a research structure to discuss relationship on how country-of-origin of Taiwan and enterprises international marketing strategy affect brand equity and consumer interests in making buying decision in European market. According to the annual report of export/import data from Ministry of Economics of Taiwan, European Union (EU) is the 2nd largest export market for Taiwan’s information technology products next to the US, and this is the main reason behind to choose to study such industry in European for Taiwan information technology products. Surveys were conducted in this research. Methods of surveys were carried by using personal interviews and emails, targeted college students and young work professionals on Munich and Würzburg area in Germany. 400 surveys were sent out, 278 responded and 261 of them were valid, the effective rate was 65.25%. This study employed the confirmatory factor analysis, correlation analysis and LISREL (Linear Structural Relation) analysis to analyze impacts on various dimensions among them.
The findings are as following: Country-of-origin does play a positive influencing role on brand awareness, brand association and brand loyalty; and the degree of market economy (freedom) and quality of manufactured products origin are main factors to influence country-of-origin. In the international marketing strategy, promotion strategy plays a positive role in influencing brand loyalty, brand awareness and brand association. Place strategy also plays a positive influence in the brand association. Brand awareness and brand association in the brand equity drive a positive influence in the consumer’s purchase intention as well. Country-of-origin, pricing strategy and promotion strategy also show a direct positive influence in consumer’s purchase intention.
On the other hand, we also discusse about the relationship among country-of-origin, international marketing strategy and the consumer’s purchase intention through the impact of brand equity; Country-of-origin shows all positive influence on the consumer’s purchase intention no matter country-of-origin is through the impact of brand awareness, perceived quality, brand association and brand loyalty, but in the international marketing strategy, only pricing strategy and promotion strategy show positive influence on consumer’s purchase intention through the impact of brand association, and promotion strategy shows a positive influence on consumer’s purchase intention through the impact of brand loyalty. This study will present implications and suggestions to the Taiwan information technology industry based on the research findings and results. Finally, research limitations (if any) will be indicated and suggestions will be made for further study into the subject.
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