Comparative Study of Strategy Management and Performance Consumers- Taiwan, China and Thailand

Hsinpo Chen ； Chianan Wang ； Minghsien Hsueh ； Kecheng Hu

《International Core Journal of Engineering》 8卷2期 (2022/02) Pp. 601-607

https://doi.org/10.6919/ICJE.202202_8(2).0078

摘要

The topic of brand management is considered as a quite crucial marketing management strategy and measure by the business and academic circles. In particular, strategic brand management has become a subject that enterprises attach great importance to. In order to strengthen its brand equity, Pokphand, a case company, has directly sold meat to consumers with its brand in the retail market in recent years. However, whether its strategic brand management measures can win consumers' loyalty is a topic of great concern to the management authorities. In addition, there is another important question for the case company. Concerning Pokphand is a multinational enterprise, what are the different effects of Pokphand's strategic brand management measures in different regions due to different consumer habits? In order to explore these two research questions, this study makes a comparative study with consumers in Taiwan, China and Thailand. The results are as follows. First, Pokphand's strategic brand management will significantly affect customer loyalty. Second, brand awareness has no positive effect. Third, there are similarities and differences in consumer views among Taiwan, China and Thailand.

關鍵字

Strategic Brand Management ； Customer Loyalty Degree ； Cultural Difference

參考文獻

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