Thaweephan Leingpibul

Examining Brand Equity Antecedent/Consequence Relationships

Although receiving increased attention in recent decades, there remains a call for new brand equity models and empirical research to strengthen our knowledge of how brand equity forms and its influence on consumer purchase behavior. This paper employs an antecedent/consequence framework of brand equity that is drawn directly from extant literature and presents an empirical study that utilizes two well-known brands in order to test the validity of the literature-based, antecedent/consequence model. The findings reveal more detailed complexity than the literature-based model suggests. Some of this complexity may be due to inherent product class differences.

Brand equity's antecedent/consequence relationships in cross‐cultural settings

Purpose – This paper aims to test whether an antecedent/consequence brand equity model developed with Americans holds up with Chinese, and to examine whether brand equitys functional (utilitarian) and experiential (emotive) facets have (dis)similar significance in a cross‐cultural setting.Design/methodology/approach – The survey was administered to US and Chinese samples, with data analyzed using structural equation modeling to test hypotheses developed from literatures.Findings – The study found evidence that the model does hold up in a cross‐cultural setting, and that some of brand equitys functional and experiential antecedents and components have dissimilar significance with the two sample groups.Research limitations/implications – Only one brand was employed; the survey was completed with volunteer US and Chinese university students vs a broader range of age groups; and the dissimilar nuances of the English and Chinese languages may lead to divergent understandings of the measures.Practicable impli...

Alternative measures of satisfaction in cross‐cultural settings

Purpose – This paper seeks to develop and test a model that enables examination of the cross‐cultural comparative influence of the meets expectations versus feeling state perspectives of consumer satisfaction for a product or brand.Design/methodology/approach – New measures were developed for the meets expectations and feeling state constructs, leading to a survey that was administered to Chinese and Americans. The data were analyzed using structural equation modeling in order to test hypotheses that were developed from the extant literature.Findings – The study found that meets expectations and feeling state are two distinct separate constructs with Americans and Chinese, and that their influence on future purchase intent differs between cultures, and between brands.Research limitations/implications – Only two brands were used in the study. The survey was completed with university students in the USA and China versus a broader range of age groups. The dissimilar nuances of English and Chinese may lead to...

Investigation into Gender Perception toward Computing: A Comparison between the U.S. and India

A potential explanation for the decline of female participation in computing-related education and careers in the United States is the perception that computing is for males. In this regard, declining participation limits diversity in the IT workforce. Therefore, this paper investigates the impact of two psychological factors, computer anxiety and computer self-efficacy, on gender perception toward computing between American male and female students. The authors also investigate whether the same relationship is found in India, where, while computing is dominated by males, female participation is rapidly increasing due to global IT outsourcing.