Perceived Brand Loyalty Toward Taiwanese Advanced Electronics Industry

摘要

In today's modern life., when people are getting busier and busier; laptop computers., notepads., and mobile phones with their merit functions are seen as the indispensable fellow-traveller to many people. In light of this trend., laptop makers., especially in Taiwan have concentrated on information technology (IT) to build a solid foundation of research., development and branding., as well as a comprehensive supply chain covering design., manufacturing., marketing and branding functions. This study's objective is to report on Taiwanese laptops brand and the influences among country of origin (COO)., perceived brand awareness (PBA)., brand image/association (BI/A)., perceived brand quality (PBQ) and perceived brand loyalty (PBL). In doing so., seven maj or hypotheses were tested through structured questionnaire and statistical analyses. A total sample of 402 respondents., from 19 different countries is used to test the hypotheses via statistical tools (Cronbach`s alpha., factor analysis and regression model) and with the aid of SPSS software. As a result., all the predetermined hypotheses are accepted which means that there are significant influences among country of origin., brand awareness., brand image/association., perceived brand quality and perceived brand loyalty toward Taiwanese brand. Implications of the study may be used as references for the planning of marketing strategies and as the basis for future researches in the consumer behaviour with regard to Taiwanese laptop brands.