||Building the brand loyalty has become much more intense than ever under the globalization, this situation shows the importance of brand loyalty in a competitive environment. The purpose of this study is to probe into steps for building brand loyalty. By collecting relative studies, this study starts from building path from brand awareness, brand engagement and brand prestige. The effect is built from those three variables toward brand trust. The paths continue influence the effectiveness of brand commitment, brand satisfaction and brand loyalty. To make sure this kind of paths will be influence by culture difference or not. This study collected two samples from Germany and Taiwan in order to process cross-cohort analysis.
This study’s objectives are German and Taiwanese who has using experience for ACER, hTC, ASUS and BenQ. Data collecting are through both internet and convenience sampling. After collecting for one month, there are 80 samples from Germany and 195 samples from Taiwan, in total there are 275 samples was analyzed. Analysis tools which for certify study hypothesis are SPSS and SEM-PLS.
By using the SEM analysis, different findings were extracted from the German and the Taiwanese questionnaires and therefore it is concluded that (1) Culture does have an influence on the path to build loyalty in mind. (2) In the result of combined survey, brand awareness to trust and trust to loyalty don’t have significant affect. (3) In the result for Germany, except the brand awareness to trust and trust to loyalty don’t have significant affect. Brand awareness, engagement to word of mouth and word of mouth to trust also don’t have significant influence. (4) In the result for Taiwan is the same as the combined result, brand awareness to trust and trust to loyalty don’t have significant affect. In the end, this research proposes the discussion according to the research result and provides theoretical and managerial implications.