| dc.description.abstract | This study aimed to determine the customer-based brand equity of Taiwanese and lndonesian teenage
consumers using data from 925 teenage consumers in Taiwan and lndonesia from purposive sampling. This
study implemented Structural Equation Modelling (SEM) with LISREL software to test the hypotheses and
certify the fitness of the research models. This research provided insight into the young teenage consumers
brand equity and pointed to further opportunities for investigation in the context of emerging markets, The
results showed that brand awareness (BAW), brand association (BA) and perceived quality (PQ) directly and
indirectly affect brand loyalty (BL) in the constructs of customer-based brand equity between the countries.
This research also showed the distinctions of customer-based brand equity between the teenage consumers in
two emerging markets (Taiwan and lndonesia), and realized the crucial concept of glocalization. Those findings
supported and had implications managerially for marketing strategists, and are also conceptually relevant to
the future research in the field of international marketing and consumer behavlour. | en_US |
