Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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H10: Brand trust is positively associated with attitudinal brand loyalty. 
Differential Effect of Brand Knowledge As previously mentioned, Keller (1993) argued that customer-based brand 
equity is signified by the differential effect of brand knowledge comprising strong brand awareness with positive 
brand associations in consumer minds. This study assumed that the I-CHRIE annual conference (IC) holds higher 
attendee-based brand equity than regional CHRIE conferences (RC) in the sense that IC is considered a major 
conference to CHRIE and that IC generates more favorable brand knowledge due to stronger brand awareness with 
more favorable brand associations from IC. Since this study captures the differential effect of brand knowledge 
through the mean scores of brand satisfaction, UEBV, brand trust, and ABL, it hypothesizes that attendees rate 
brand satisfaction, UEBV, brand trust, and ABL for IC more favorably than ones for RC.
H11a: Brand satisfaction is more favorably perceived from IC than RC. 
H11b: UEBV is more favorably perceived from IC than RC. 
H11c: Brand trust is more favorably perceived from IC than RC. 
H11d: ABL is more favorably perceived from IC than RC. 
METHODOLOGY 
The population for the survey is association members who have attended their association meetings. To 
disclose the differential effect of brand knowledge in a detailed manner, this study sampled I-CHRIE members 
attending IC and/or RC through on-line survey. Since the study was based on past experiences of the conferences, 
members who have not attended IC and/or RC were excluded. The response rate was 20.1% (213 out of 1,036) for 
the IC and 19.4% (201 out of 1,036) for the RC. The measurement invariance test and simultaneous structural 
equation modeling (SEM) analysis were conducted to examine proposed measurement and structural models. 
Furthermore, independent samples t tests were conducted to examine the differential effect of brand knowledge 
across IC and RC.