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.

• Main Authors: Retno Widowati Purnama Asri, 慧娣
• Other Authors: 廖述賢
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/45594168773226847061

博士 === 淡江大學 === 管理科學研究所博士班 === 99 === 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.