臺灣博碩士論文加值系統

As one of BRIC’s members, the prospering Russian market is a subject of a great interest for multinational enterprises. Many of these companies are looking for ways to open up this new territory. However, difficulties may arise from specific, inherent market conditions unique to Russia. Therefore, this study’s aim is to identify and find solutions to these marketing problems.
This thesis attempts to address two questions. First, what is the value and impact of Taiwanese companies’ brand image and Taiwan as country of origin on the Russian consumer’s buying behavior? In order to answer this question I examined the Taiwanese computer brand ASUS. ASUS appeared to be well known and popular among the majority of the Russians public. Those Russians who either already had direct experience of using the product or indirect - knowing about it from media - are the target sample of this study. The second question, what is the efficient way of creating Brand Equity for Russian market through specifically tailored Marketing Mix? It is a subject of great interest for companies that want to develop their businesses towards Russian market.
According to the results of the study brand image and country of origin play an important role in customer’s product evaluation process. Among the Marketing Mix, product itself and its quality is the priority factor influencing buying decision. This research will be very useful for international enterprises when creating marketing strategy for launching and promoting new products in Russian market.

As one of BRIC’s members, the prospering Russian market is a subject of a great interest for multinational enterprises. Many of these companies are looking for ways to open up this new territory. However, difficulties may arise from specific, inherent market conditions unique to Russia. Therefore, this study’s aim is to identify and find solutions to these marketing problems.
This thesis attempts to address two questions. First, what is the value and impact of Taiwanese companies’ brand image and Taiwan as country of origin on the Russian consumer’s buying behavior? In order to answer this question I examined the Taiwanese computer brand ASUS. ASUS appeared to be well known and popular among the majority of the Russians public. Those Russians who either already had direct experience of using the product or indirect - knowing about it from media - are the target sample of this study. The second question, what is the efficient way of creating Brand Equity for Russian market through specifically tailored Marketing Mix? It is a subject of great interest for companies that want to develop their businesses towards Russian market.
According to the results of the study brand image and country of origin play an important role in customer’s product evaluation process. Among the Marketing Mix, product itself and its quality is the priority factor influencing buying decision. This research will be very useful for international enterprises when creating marketing strategy for launching and promoting new products in Russian market.

Content
Chapter 1 Introduction….…………………………………………………………..…1
1.1 Research Background…………………………………………………………...1
1.2 Research Motivation…………………………………………………………….2
1.3 Research Purpose………………………………………………………………..3

Chapter 2 Literature Review…………………………………………………………..4
2.1 Definition of brand equity…………………………………………………….....4
2.2 Definition of country of origin…………………………………………………..5
2.3 Definition of brand image……………………………………………………….6
2.4 Definition of marketing mix………………………………………………….….6
2.5 Country of origin and marketing mix…………………………………………..8
2.6 Brand image and marketing mix………………………………………………..9
2.7 Marketing mix and brand equity…………………………………………….…9

Chapter 3 Research Methodology………………………………………………….…11
3.1 Research Framework……………………………………………………….…...11
3.2 Sampling Procedures……………………………………………………………14
3.3 Instrumentation…………………………………………………………………14
3.4 Methods of Data Analysis……………………………………………………….17

Chapter 4 Data Analysis and Results…………………………………………………19
4.1 Descriptive Analysis…………………………………………………………..…19
4.2 Exploratory Analysis………………………………………………………….…20
4.3 Reliability Test………………………………………………………………...…22
4.4 Multiple Regression…………………………………………………………..…23

Chapter 5 Conclusion…………………………………………………………………..29
5.1 Research Summary…………………………………………………………...….29
5.2 Practical Implications……………………………………………………………32
5.3 Directions for Future Studies……………………………………………………32

References………………………………………………………………………………34


List of Tables

Table 2.1 Theoretical Studies on Brand Equity…………………………………………. .5
Table 2.2 Definitions of Brand Image……………………………………………………...7
Table 2.3 Empirical Studies: Interrelation of Principal Variables……………………....11
Table 3.1 Numbers of Survey Respondents…………………………………………….…14
Table 3.2 Summary of the Questionnaire Items………………………………………….15
Table 4.1 Socio-Demographic Characteristics of Respondents………………………….19
Table 4.2 Descriptive Statistics for All Variables………………………………………….20
Table 4.3 KMO and Barlett’s Test…………………………………………………………21
Table 4.4 Factor Loadings of the Tested Variables………………………………………..22
Table 4.5 Reliability Test……………………………………………………………………23
Table 4.6 Summary for the Price Model…………………………………………………..24
Table 4.7 Standardized Beta Coefficients for Price Model……………………………….24
Table 4.8 Summary for the Product Model…………………………………………….….25
Table 4.9 Standardized Beta Coefficients for Product Model……………………………25
Table 4.10 Summary for the Promotion Model……………………………………………26
Table 4.11 Standardized Beta Coefficients for Promotion Model……………………..…26
Table 4.12 Summary for the Place Model……………………………………………….…26
Table 4.13 Standardized Beta Coefficients for Place Model…………………………...…27
Table 4.14 Summary for the Brand Equity Model…………………………………….….27
Table 4.15 Standardized Beta Coefficients for Brand Equity Model……………………28
Table 5.1 Major Findings for Marketing Mix………………………………………….…29
Table 5.2 Hypothesis Data …………………………………………………………………31


List of Figures

Figure3.1 Research Framework............................................................................................13

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