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研究生： 白和萬
Apriyansyah, Bahalwan
論文名稱： Foreign vs. Global Consumer Culture Positioning: An Authenticity Evaluation in the Context of Bubble Tea
Foreign vs. Global Consumer Culture Positioning: An Authenticity Evaluation in the Context of Bubble Tea
指導教授： 高如妃
Kao, Faye J.
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 104
外文關鍵詞： Country-of-origin, Country-of-brand-origin, Category authenticity, Brand authenticity
相關次數： 點閱：138  下載：17 
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    • Globalization era now days is becoming competitive among the firms. The emergence of a global market segment will bring a challenge to the marketing and brand manager in a companies whose market segment span in vary culture and borders. Consumer culture positioning strategies are advertising strategies that focus on positioning a specific brand or product as being typical of a certain culture. The evaluation of authenticity towards foreign consumer culture positioning (FCCP) and global consumer culture positioning (FCCP) become a prominent discussion. In addition how the country-of-origin (COO) exist as mediating effect of determining category authenticity and brand authenticity evaluations. Contrary, COO become less accurate and confusing toward foreign product perceived information. Knowledge structured is predicted to play significance role why country-of-brand-origin (COBO) took over the COO as consumer’s perception

    ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES VII LIST OF FIGURES X CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.1.1 Food & Beverage: Tapioca Milk Tea. 3 1.1.2 Brands: Chun-Shui Tang. 4 1.1.3 Brands: Bubbleology. 6 1.2 Research Motivation. 8 1.3 Research Objectives. 9 1.4 Research Procedure. 9 CHAPTER TWO LITERATURE REVIEW 11 2.1 Brand Identity and Authenticity. 11 2.2 Cultural Ideology Branding. 13 2.3 Brand Positioning Based on Global vs. Foreign Culture Ideology. 16 2.3.1 Global Consumer Culture Positioning (GCCP). 16 2.3.2 Foreign Consumer Culture Positioning (FCCP). 17 2.4 Country of Origin as a Source of Brand Identity. 18 2.4.1 Product Type. 20 2.4.2 Product Knowledge in Brand Authenticity Evaluation. 21 2.5 Country of Brand Origin (COBO) as a Source of Brand Ideology. 22 2.6 Assimilation and Contrast Effect. 23 2.7 Authenticity towards Self Brand Connection and Purchase Intention 24 2.7 Hypothesis Development. 25 2.7.1 Brand Culture Theme (Global vs Foreign) to the Perceived Product Brand/Category Authenticity. 25 2.7.2 Relationship between Level of Familiarity to the Self-Brand Connection, Purchase Intention, Brand/Category Authenticity. 27 2.7.3 Country of Origin towards Perceived Quality towards Foreign and Global Culture Positioning and Purchase Intention. 28 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 30 3.1 Research Framework. 30 3.1.1 Study 1. 30 3.1.2 Study 2. 31 3.2 Pre-test. 32 3.3 Experimental Design Study 1. 35 3.3.1 Study 1. 35 3.3.2 Construct Measurement Study 1. 36 3.3 Experimental Design Study 2. 37 3.3.1 Study 2. 37 3.3.2 Construct Measurement. 39 3.4 Sampling Plan 40 3.5. ANOVA Analysis. 40 3.5.1 Purification and Reliability of the Measurement Variables. 40 3.5.2 ANOVA. 41 CHAPTER FOUR RESEARCH RESULT 42 4.1 Study 1. 42 4.1.1 Sample Profile 42 4.1.2 Knowledge Group Classification. 43 4.1.3 Consumer Culture Positioning Manipulation Check. 45 4.1.4 Reliability Test. 46 4.1.5 Brand Cultural Positioning Perception. 47 4.1.6 Category Cultural Authenticity Perception. 51 4.1.7 The Effect on Self-Brand Connection. 55 4.2 Study 2 59 4.2.1 Sample Profile 60 4.2.2 Consumer Culture Positioning Manipulation Check. 61 4.2.3 Reliability Test 63 4.2.4 Ingredient COO effect on foreign vs. global brand culture poisoning evaluation 63 4.2.5 Ingredient COO effect on foreign vs. global Category perception 65 4.2.6 Ingredient COO moderating effect on Quality perception and purchase intention 67 4.7 Hypothesis Result 70 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 74 5.1 Conclusion. 74 5.2 Pretest. 74 5.3 The Perception Brand Theme towards Brand Cultural Positioning Familiarity. 75 5.4 The Perception of Category towards Brand Cultural Positioning Familiarity. 76 5.5 Knowledge Regarding the Cultural Positioning will enhance the Self-Brand. Connection that Lead to Purchasing Intention. 77 5.6 Ingredient Country of Origin will not enhance perceived foreign band/ foreign category. Moreover, Ingredient Country of Origin Have No Moderating Effect to Perceive Quality Which Lead Purchase Intention 78 5.7 Managerial Implication and Future Research 79 REFERENCES 81 APPENDICES 85 Appendix 1: Questionnaire Study 1 85 Appendix 1: Questionnaire Study 2 94

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