A number of limitations and suggestions pertain to our study. First, it focused
exclusively on a single industrial market: the fastener market. Future testing may expand the subject of study to different industries (e.g. service industry) to fully understand the
determinants of branding. Secondly, the relative small sample prohibits the full generalization of the conclusion. Therefore, the future studies can employee a large sampling population to obtain numerous responses that make studies more reliable and valid. Finally, because of time limitation, the future studies may add different country examination to make the research context of industrial brand equity more completely.
44
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Appendix
Dear Customer:
This is an academic research questionnaire from scholarship project between S Company and National Kaohsiung University. The purpose is to understand
“determinants of industrial brand equity in the fastener industry.”
We would like to conduct a survey to write a thesis. It would be nice that you can provide your valuable information. Your answers will be important to the success of our research. As the survey is confidential, please feel safe to answer. Your time and consideration is highly appreciated.
Best regards
Professor: Dr. Yi -Min Chen Graduate student: Yi-Fan Su
Department of Asia-Pacific Industrial and Business Management of National University of Kaohsiung
Part Ⅰ: Please check the box according to your past trade experiences with S company.
Please indicate the condition of S company (1=strongly disagree to 7=strongly agree) with the following statements.
1
1. Products that manufactured by S
company are high quality ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
2. Products that manufactured by S company development lead time are excellent
⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
3. Product that manufactured by S company
are dependable and consistent ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
57
4. Products that manufactured by S
company are innovative ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
Perceived service quality
5. The technical support of products manufactured by S company are excellent
⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
6. We are satisfied with production support
for products of S company ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
7. We are satisfied with development
support for products of S company ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ Product distribution
8. Ordering products of S company are
convenient ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
9. Products of S company are available
when we need it ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
10. Products of S company are supplied in a
reliable way ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
Product value
11. Products of S company reduce
production costs ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
12. Products of S company offer value for
money ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
13. Products of S company reduce systems
costs ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
Service personnel
14. S company has highly skilled employees ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ 15. Staff in S company is well dressed and
appear neat ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
16. I can trust staff of S company ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ 17. Staff in S company is always willing to
help buyers ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
Information services
18. We are satisfied with the information about products of S company(ex. Product Catalogue or Oversea Exhibition)
⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
58
19. Online information about products of S
company are of good quality ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
20. The documentation of products of S
company are of good quality ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
21. If I request supplementary info about products of S company, I receive it quickly
⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
Industrial brand equity
22. S company is a financially stable
company ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
23. S company is a leading edge supplier ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ 24. S company is a well known name around
the world ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
25. The fact that products of S company
certainly adds value ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
26. The fact that products of S company are
important to me ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
Brand loyalty
27. Overall we are very satisfied with S
company ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
30. The name of S company is well-known
in fastener industry ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
31. S company is recognized a strong trade partner
⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
32. S company is a leading edge supplier ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ 33. S company makes purchase process more
easier ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
59
Country-of-origin about TAIWAN Please indicate the condition of Taiwan
(1=strongly disagree to 7=strongly agree) with the following statements.
1
strongly disagree
2 3 4 5 6 7
strongly agree
Country-of-origin
34. Well educated ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
35. Hard working ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
36. Achieving high standard ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
37. Raised standard of living ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞
38. High Technical skill ⃞ ⃞ ⃞ ⃞ ⃞ ⃞ ⃞