Chapter Ⅰ．Introduction 1
1.1 Research Background 1
1.2 Research Objectives 6
1.3 Research Outline 7
Chapter Ⅱ．Theoretical Background 9
2.1 Social Influence 9
2.2 Social Learning 12
2.3 Word-of-Mouth 15
2.4 Brand Attitude 19
2.5 Customer Equity 22
2.5.1 Brand Equity 25
2.5.2 Relationship Equity 33
2.5.3 Value Equity 38
2.5.4 Customer equity model 45
Chapter Ⅲ．Research Method 48
3.1 Research Model and Hypotheses Design 48
3.2 Sampling 56
3.3 Measures 59
3.4 Data collection 61
3.5 Data Analysis Method 63
3.5.1 Descriptive Statistical Analysis 63
3.5.2 Reliability and Validity Analysis 63
3.5.3 Structural Equation Model 64
Chapter Ⅳ．Data Analyses and Results 65
4.1 Demographic Analysis 65
4.2 Reliability Analysis 68
4.3 Confirmatory Factor Analysis 69
4.4 Model and Hypotheses Testing 71
4.4.1 Structural Equation Model 71
4.4.2 Multi-group analysis by country 76
4.4.3 Summary of Hypotheses Test 81
Chapter Ⅴ．Conclusion and Implications 82
5.1 Summary of the research 82
5.2 Implication 85
5.3 Limitations and Future Research Direction 89
Reference 91
English Questionnaire 104