| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士班 === 100 === This study aims to investigate the mediating effects of the perceived brand quality and the perceived brand prestige on the relationship between the perceived brand foreignness and the consumer purchasing likelihood among Taiwan college students in central Taiwan. This study compared iPhone and HTC brands. Based on a sample of 439 college student consumers and with the structural equation modelling (SEM) approach, the thesis finds that the three dimensions of brand foreignness, brand quality, and brand prestige have positive effects on the consumer purchasing likelihood. The findings of this study suggest that the perceived brand prestige affects the consumer purchasing likelihood more than the perceived brand quality. Such findings also contribute to an established body of literature in many important and timely variables within the smartphone industry. Particularly, this study contributes to undestanding of the influence of the perceived brand quality and the perceived brand prestige on the consumer purchasing likelihood.
Keywords: perceived brand foreignness, perceived brand quality, perceived brand prestige, consumer purchasing likelihood, Structural Equation Modeling (SEM), HTC, iPhone, smart phone.
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