African Journal of Business Management
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Article Number - EAD4EC015396

Vol.7(19), pp. 1914-1926 , May 2013
ISSN: 1993-8233

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Full Length Research Paper

Factors influencing brand association

Tser-Yieth Chen1*, Tsai-Lien Yeh2 and Wun-Sin Jheng1

1Graduate Institute of International Business, National Taipei University, No. 151, University Road, Sanhsia District, New Taipei City, 23745, Taiwan, R.O.C.

2Department of International Business, Ming Chuan University, No.250, Sec.5, Zhong Shan N.Rd, Taipei, Taiwan, 10650, R.O.C.


Email: [email protected]

 Accepted: 03 August 2012  Published: 21 May 2013

Copyright © 2013 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0

The purpose of this study is to investigate brand management alternatives (includes the susceptibility to global consumer culture, perceived brand globalness and brand investment) influence on brand cognition (includes brand association through brand credibility) and brand association in the personal computer industry. This is one of the first studies to provide evidence of the relationship between brand marketing alternatives and brand association in an executive population. We discuss paths influencing customer brand cognition and brand association more specific than other related researches. We conduct the survey method and collect 439 valid questionnaires on consumers who buy personal computer in four areas in Taipei city in Taiwan using the quota sampling method. Susceptibility to global consumer culture significantly influence brand association through brand credibility. Additionally, perceived brand globalness also influences brand association through brand awareness. Marketing managers can understand the degree of sensitivity to global consumer culture of consumers all over the world and realize the reasons why they greatly prefer global brands. Marketing can provide appropriate brand strategies to consumers according to the different segments in order to strengthen positive brand association.


Key words: Brand association, brand credibility, brand awareness, susceptibility to global consumer culture, perceived brand globalness, brand investment.

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APA (2013). Factors influencing brand association. African Journal of Business Management, 7(19), 1914-1926.
Chicago Tser-Yieth Chen, Tsai-Lien Yeh and Wun-Sin Jheng. "Factors influencing brand association." African Journal of Business Management 7, no. 19 (2013): 1914-1926.
MLA Tser-Yieth Chen, Tsai-Lien Yeh and Wun-Sin Jheng. "Factors influencing brand association." African Journal of Business Management 7.19 (2013): 1914-1926.

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