Proceedings of the 2013 International Academic Workshop on Social Science

Research on Assessment of Cold Drink Brand Competitiveness in Perspective of Consumers

Authors
Tao Meng, Yancai Zhang, Fengbiao He
Corresponding Author
Tao Meng
Available Online October 2013.
DOI
https://doi.org/10.2991/iaw-sc.2013.89How to use a DOI?
Keywords
cold drinks industry; brand competitiveness; consumer survey
Abstract
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.

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Proceedings
International Academic Workshop on Social Science (IAW-SC-13)
Part of series
Advances in Intelligent Systems Research
Publication Date
October 2013
ISBN
978-90-78677-84-0
ISSN
1951-6851
DOI
https://doi.org/10.2991/iaw-sc.2013.89How to use a DOI?
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  -