Taiwanese Consumers’ Perceptions of Local and Global Brands: An Investigation in Taiwan Computer Industry
Hsieh, Ya-Yun (2010) Taiwanese Consumers’ Perceptions of Local and Global Brands: An Investigation in Taiwan Computer Industry. [Dissertation (University of Nottingham only)] (Unpublished)
This study aims to investigate how consumers in a newly developed country, Taiwan, perceive local brands and global brands in the computer industry. To access an in-depth understanding and evaluate factors that influence consumers’ assessment of local and global brands, the country-of-origin effect and the association of brand origin are investigated; the effect of consumer ethnocentrism is addressed; and the cultural aspects on collectivism and face concept are examined.
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