印度尼西亞運動鞋市場之消費者品牌資產探討

Measuring Consumer-Based Brand Equity: Evidence from Indonesia‘s Athletic Footwear Market

方艾瑞(Erie Awalil Fakhri)

指導教授 ： 林士平

國立交通大學/管理學院/企業管理碩士學程/碩士(2020年)

摘要

近年來，由於運動休閒等最新趨勢，印尼人越來越多地選擇更多由全球服裝品牌提供的優質運動鞋產品，而不是廉價和通用的產品。這種現象的出現為跨國服裝品牌提供了進一步開拓印尼市場的新機會。因此，對於這些公司而言，至關重要的是，要了解印度尼西亞人如何通過衡量品牌資產及其影響因素來看待體育品牌。這項研究旨在檢驗品牌知名度，品牌忠誠度，品牌聯想度和感知質量對基於消費者的品牌資產的影響。這項研究的研究對像是居住在爪哇的印度尼西亞人，他們已經從跨國運動服裝品牌購買了運動鞋產品。使用郵件調查方法總共收集了275個數據。使用偏最小二乘（PLS）和Smart PLS軟件進行數據分析。測試結果表明，品牌忠誠度和品牌聯想會影響基於消費者的品牌資產，而品牌認知度和感知質量並未獲得足夠的證據來支持其對基於消費者的品牌資產的影響。
關鍵字：品牌知名度，品牌忠誠度，品牌聯想，感知質量，基於消費者的品牌資產。

關鍵字

品牌知名度 ； 品牌忠誠度 ； 品牌聯想 ； 感知質量 ； 基於消費者的品牌資產

並列摘要

In recent years, Indonesians have increasingly been selecting more premium athletic footwear products provided by global apparel brands instead of cheap and generic products due to recent trends such as athleisure. This occurring phenomenon creates new opportunities for multinational apparel brands to further explore the Indonesian market. Therefore, it is crucial for such companies to understand how Indonesians view sports brands by measuring brand equity and what factors influence it. This study aims to examine the effects of brand awareness, brand loyalty, brand association and perceived quality on consumer-based brand equity. The research objects of this study are Indonesians who live in Java and have purchased athletic footwear products from multinational sportswear brands. A total of 275 data was collected using mail survey method. Data analysis was performed using Partial Least Square (PLS) with the Smart PLS software. The test results show that brand loyalty and brand association influence consumer-based brand equity, while brand awareness and perceived quality did not obtain enough evidence to support their influence on consumer-based brand equity. Keywords: brand awareness, brand loyalty, brand association, perceived quality, consumer-based brand equity.

並列關鍵字

brand awareness ； brand loyalty ； brand association ； perceived quality ； consumer-based brand equity

參考文獻

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