英文摘要 |
This study aimed to in-depth discussions on how the brands of Taiwan's supplement food could effectively establish their international reputation. Based on Aaker’s Brand Equity theory, this study takes experts in industry, government and academia fields as research subjects in analysis using Analytic Hierarchy Process (AHP) to verify the relative importance of each decision factor for establishment of international brands, determine the key decision factors among them, and prioritize the key decision factors to sort out the effective decision mode of enterprises for international brands establishment. This study discovered that the priority ranking of important antecedent variables was: brand reputation, perceived quality, brand loyalty degree, brand association, and other specific assets. The major tasks of the important antecedent variable were: “brand experience,” “brand identity,” “the excellent quality of a brand,” “Consumption Experience of a brand,”“regular purchase of the Consumers”. |