The effects of marketing elements, brand equity dimensions, and country of origin on X brand in CHINA

• Main Authors: Wei-ling Lien, 練維玲
• Other Authors: Yi-min Chen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/54394313315056412618

碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 100 === Demand of luxury goods in China market is aroused more swiftly nowadays while western countries under economic recovery. During 2005 to 2010, plenty studies from representative research institutes such as Goldman Sachs and Boston Consulting Group reveal the importance of China market. Thus, China as a burgeoning market is full of commercial potential for international brands in pursuit of brand expansion. With other countries reaching to economic saturation point, the competition of international brands becoming more and more severely in emerging market. In order to keep sustained development, brand enterprises need to acquaint main factors that effect on brand equity. According to the characteristic of Brand X luxury accessories, this study is aimed to probe the causes of brand equity, such as price, price promotion, store image, distribution intensity, advertising spending, perceived quality, brand loyalty, brand awareness (association), and country-of-origin effect. Structural Equation Modeling (SEM) and Partial Least Squares (PLS) are employed as research methods for analysis. Furthermore, this study takes marketing mix (such as price, price promotion, store image, distribution intensity, and advertising spending) as the first facet and brand equity (such as perceived quality, brand loyalty, brand awareness (association), and country of design (COD)) as the secondary facet. According to the research findings, price to perceived quality and country of manufacture (COM), store image to perceived quality, distribution intensity and advertising spending to perceived quality and brand awareness (association) are found having a significant positive effect on brand equity. Moreover, brand equity is also significantly affected by perceived quality, brand awareness (association), and country of design (COD). However, neither store image to brand awareness (association) nor price promotion to perceived quality has significant effect on brand equity in this research. Besides, brand loyalty and country of design (COD) are also found having no significant effect toward brand equity. Finally, this research would hopefully offer some references and suggestions to those international brands to dabble in emerging market.