• DocumentCode
    137410
  • Title

    Conceptual model development of local cultural brand experiences

  • Author

    Ching-Yu Lien ; Ng, Ethan

  • Author_Institution
    Dept. of Hospitality Manage., De Lin Inst. of Technol., Taipei, Taiwan
  • fYear
    2014
  • fDate
    23-25 Sept. 2014
  • Firstpage
    25
  • Lastpage
    28
  • Abstract
    The purpose of this study was to apply the confirmatory factor analysis (CFA) to develop a conceptual model of local cultural brand experience, using the local cultural industry of Oriental Beauty tea. Four factors, namely “sense dimension”, “emotion dimension”, “behavior dimension” and “intellectual dimension” and 17 items were developed in the model.
  • Keywords
    behavioural sciences; cultural aspects; marketing; product development; CFA; Oriental Beauty tea; behavior dimension; conceptual model development; confirmatory factor analysis; emotion dimension; intellectual dimension; local cultural brand experience; local cultural industry; sense dimension; Advertising; Color; Cultural differences; Economics; Educational institutions; Industries; Psychology; Oriental beauty tea; brand characteristics; brand experiences; confirmatory factor analysis (CFA); local cultural industries;
  • fLanguage
    English
  • Publisher
    ieee
  • Conference_Titel
    Management of Innovation and Technology (ICMIT), 2014 IEEE International Conference on
  • Conference_Location
    Singapore
  • Type

    conf

  • DOI
    10.1109/ICMIT.2014.6942395
  • Filename
    6942395
    • Link To Document
    https://search.isc.ac/dl/search/defaultta.aspx?DTC=49&DC=137410