MyJournals Home  

RSS FeedsSustainability, Vol. 11, Pages 6973: What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries (Sustainability)

 
 

6 december 2019 20:03:24

 
Sustainability, Vol. 11, Pages 6973: What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries (Sustainability)
 


Although brand sustainability is found essential for brand survival, establishing it has remained challenging. Brand sustainability requires a strong association between brand equity and consumer values. The current study attempts to discover critical components involved that may influence Indonesian and Taiwanese consumers to purchase smartphones such as Apple and High-Tech Computer Corporation (HTC). Primary data collection was conducted to gather data through an online field survey. Following a quantitative approach, structural equation modeling (SEM) was used to examine the link between research constructs and the proposed hypotheses based on two samples of 202 and 217 respondents in Taiwan and Indonesia, respectively. Results represent significant and non-significant direct influences underlining the significance of perceived quality and brand preferences when testing brand equity effects on how consumers value different brands. While price premium is found to be the most influential factor that shapes the formation of purchase intention for Apple brands among both Taiwanese and Indonesian consumers, perceived quality is also affecting Taiwanese brand preference for HTC. Furthermore, prestige value is revealed to be a predictor of brand preference among Indonesian HTC consumers. Research findings have important implications for decision-makers to motivate purchase intentions of smartphone users toward specific brands. The insights provided by the findings will assist marketers in developing brand strategies that influence Taiwanese and Indonesian consumers’ purchases of Apple or HTC products.


 
219 viewsCategory: Ecology
 
Sustainability, Vol. 11, Pages 6974: Measuring the Technical Efficiency of Certified Organic Rice Producing Farms in Yasothon Province: Northeast Thailand (Sustainability)
Sustainability, Vol. 11, Pages 6971: Research on Urban Bearing Capacity of Gas Supply Stations (Sustainability)
 
 
blog comments powered by Disqus


MyJournals.org
The latest issues of all your favorite science journals on one page

Username:
Password:

Register | Retrieve

Search:

Ecology


Copyright © 2008 - 2024 Indigonet Services B.V.. Contact: Tim Hulsen. Read here our privacy notice.
Other websites of Indigonet Services B.V.: Nieuws Vacatures News Tweets Nachrichten