A longitudinal study on international brand perceptions and outcomes among entrepreneurship & EMBA students in Taiwan: moderating role of students' attitude towards technology

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Title:	A longitudinal study on international brand perceptions and outcomes among entrepreneurship & EMBA students in Taiwan: moderating role of students' attitude towards technology
Authors:	Chou, Chien-Heng Lee, Su-Chen Kuo, Yen-Ku 周建亨李素真郭彥谷
Contributors:	Department of International Business Administration Bachelor Program of Leisure Industry Management
Keywords:	Attitude toward Brands Attitude towards Technology Entrepreneurship Students Perceived Brand Globalness Perceived Brand Localness Purchase Intention Taiwan
Date:	2023
Issue Date:	2024-03-13 15:27:14 (UTC+8)
Publisher:	Springer
Abstract:	The current study aims to investigate the influence of international brand perceptions and outcomes among entrepreneurship & EMBA students in Taiwan and moderating role of students’ attitudes towards technology. The study was theoretically grounded in planned behavior theory and reason action theory to examine the impact of perceived brand globalness and perceived brand localness on student attitude toward brand and purchase intention. Additionally, the moderating role of students’ attitudes toward technology in Taiwan was explored. The study adopted a longitudinal design for better causal associations the data was collected from 320 participants using online survey approach. PLS structural equation modeling (SEM) results revealed that perceived brand globalness positively influenced entrepreneurship & EMBA students’ attitudes toward brands. Results also showed that the association between perceived brand globalness and perceived brand localness and outcomes is moderated by students’ attitudes toward technology. These novel findings offer vital insights in some ways to school administration, leaders, practitioners, and policymakers. There are several important policy directions, recommendations for more research, and theoretical and practical implications are suggested.
Relation:	Current Psychology
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] periodical articles

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