Research on Assessment of Cold Drink Brand Competitiveness in Perspective of Consumers
Tao Meng, Yancai Zhang, Fengbiao He
Available Online October 2013.
- https://doi.org/10.2991/iaw-sc.2013.89How to use a DOI?
- cold drinks industry; brand competitiveness; consumer survey
- The article discussed the competitiveness of brand in cold drink industry by the construction of brand competitiveness assessment index system. In the perspective of consumers, from three dimensions such as brand awareness, brand reputation, and brand loyalty, eighteen items were designed. After the reliability and validity test of data, 17 items were kept in the questionnaire. The distance between consumers’ expectation and perception was calculated, the results indicated that the consumers thought highly of the brand reputation. Therefore, the cold drink enterprises should focus on improving and maintaining brand awareness and brand loyalty in order to enhance the brand competitiveness.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Tao Meng AU - Yancai Zhang AU - Fengbiao He PY - 2013/10 DA - 2013/10 TI - Research on Assessment of Cold Drink Brand Competitiveness in Perspective of Consumers BT - International Academic Workshop on Social Science (IAW-SC-13) PB - Atlantis Press SP - 403 EP - 406 SN - 1951-6851 UR - https://doi.org/10.2991/iaw-sc.2013.89 DO - https://doi.org/10.2991/iaw-sc.2013.89 ID - Meng2013/10 ER -