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

DOI

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.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - Proceedings of the 2013 International Academic Workshop on Social Science
PB  - Atlantis Press
SP  - 403
EP  - 406
SN  - 1951-6851
UR  - https://doi.org/10.2991/iaw-sc.2013.89
DO  - 10.2991/iaw-sc.2013.89
ID  - Meng2013/10
ER  -