부산대학교 도서관

Abstract: The current study aims to investigate the influence of international brand perceptions and outcomes among entrepreneurship & EMBA students in Taiwan and moderating role of students’ attitudes towards technology. The study was theoretically grounded in planned behavior theory and reason action theory to examine the impact of perceived brand globalness and perceived brand localness on student attitude toward brand and purchase intention. Additionally, the moderating role of students’ attitudes toward technology in Taiwan was explored. The study adopted a longitudinal design for better causal associations the data was collected from 320 participants using online survey approach. PLS structural equation modeling (SEM) results revealed that perceived brand globalness positively influenced entrepreneurship & EMBA students’ attitudes toward brands. Results also showed that the association between perceived brand globalness and perceived brand localness and outcomes is moderated by students’ attitudes toward technology. These novel findings offer vital insights in some ways to school administration, leaders, practitioners, and policymakers. There are several important policy directions, recommendations for more research, and theoretical and practical implications are suggested.