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
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;
Conference_Titel :
Management of Innovation and Technology (ICMIT), 2014 IEEE International Conference on
Conference_Location :
Singapore
DOI :
10.1109/ICMIT.2014.6942395
