| dc.description.abstract | The dissertation explored the issues of perceived differences between globalised and localised images on brand and brand name standardization/localization. There were two parts included in this dissertation—study 1 and study 2.
In study 1, in view of the differences between globalised and localised images, this dissertation has divided private labels into international private labels and local private labels. Then, consumer perceptions on product quality, price, brand leadership and brand personality a propos national brands, international private labels and local private labels were investigated. In order to provide better insights into these phenomena, this dissertation also considered product category as the moderator of the preceding perceptions. Data were collected outside the entrances of the main rail station of Taipei, Taiwan. A systematic sampling was adopted and 254 questionnaires were eventually collected. The findings revealed that on the whole national brands were perceived as significantly superior to international private labels, while international private labels were perceived as being superior to local private labels in terms of all perceptions except price perception. The findings also revealed that product categories moderated price and brand personality perceptions across the three brand types, but failed to moderate the effect of the three brands types on quality and brand leadership perceptions.
In study 2, this study attempts to explore and discuss how high-involvement products, conspicuous consumption, and brand personality relate to and impact upon the appropriateness of using standardized Western-origin brand names in non-Western markets. The data were collected outside the entrances of public places (theaters, train stations) in Taipei, Taiwan. A systematic sampling method was adopted and 381 questionnaires were eventually collected for final data analysis. The findings indicate that conspicuous consumption and brand personality are positively related to the appropriateness of using standardized Western-origin brand names.
Finally, implications of the findings and suggestions for future research are discussed. | en_US |