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The defense date of the thesis is 2017-01-19
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URN etd-0117117-215111 Statistics This thesis had been viewed 486 times. Download 0 times. Author Han-Chang Chuang Author's Email Address No Public. Department Management Business Administration Year 2016 Semester 1 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 143 Title THE UNDERLYING INFLUENCES OF CONSUMERS’ TRUST IN THE BRAND AND THE LINK TO THE BRAND LOYALTY – A COMPARATIVE STUDY BETWEEN GERMANY AND TAIWAN Keyword Brand Loyalty Brand Awareness Brand Engagement Brand Prestige Word of Mouth Brand Trust Brand Commitment Brand Satisfaction Brand Satisfaction Brand Commitment Brand Trust Word of Mouth Brand Prestige Brand Engagement Brand Awareness Brand Loyalty Abstract 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.
Advisor Committee Nan-Hong Lin - advisor
Georg Hauer - co-chair
Te-Yi Lin - co-chair
Files Date of Defense 2016-09-30 Date of Submission 2017-01-19