The Effects of Perceived Brand Globalness on Taiwanese University Students’ Purchase Likelihood: An Empirical Study of Starbucks and 85°C Coffee Chain Stores

• Main Author: Kayak, Murat
• Other Authors: Moslehpour, Massoud
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/24288929761471586015

碩士 === 亞洲大學 === 經營管理學系碩士班 === 100 === Abstract The objective of this researchwas to explorethe effects of perceived brand globalness on Taiwanese university students’purchase likelihoodof Starbucks and 85°Ccoffee chain stores. Furthermore, perceived brand quality and perceived brand prestige was conducted as mediating constructs to explore the effects in this relationship. Hypotheses of this study were developed based upon the research objective and reviewing of the literature. The survey questionnaire collected the primary data in the north, central and south of Taiwan with a stratified sampling method. A total of 518 university students completed and returned useable questionnaires to the researcher. Structural Equation Modeling (SEM) was conducted to analyze finding and compared the results between Starbucks and 85°C. This study concludes that for Taiwanese university students perceived brand globalness is positively and significantly associated with perceived brand quality and perceived brand prestige, and through themwith purchase likelihood. Perceived brand quality and perceived brand prestige are also positively and significantly associated with purchase likelihood.Today’s companies are moving through global brand expansion. The research findings of this study suggest that brand managers should invest in brand quality and brand prestige to improve market strategies.