The role of selected marketing mix elements in consumer based brand equity creation: milk industry in Vietnam

2021 ◽  
Vol 27 (2) ◽  
pp. 72-88
Author(s):  
Bang Nguyen Viet ◽  
Tuan Nguyen Anh
Keyword(s):  
Brand Equity ◽  
Marketing Mix ◽  
Milk Industry

scholarly journals The Role of Marketing Mix, Corporate Image dan Brand Equity in Purchase Decision of Daihatsu Ayla

2020 ◽  
Vol 2 (1) ◽  
pp. 94
Author(s):  
David Gunawan
Keyword(s):  
Brand Equity ◽  
Marketing Mix ◽  
Corporate Image ◽  
Purchase Decision ◽  
Moderating Variables

The purpose of this research was to understand the influence of marketing mix, corporate image, and brand equity on decision to purchase Daihatsu Ayla from PT Astra International, Tbk – Daihatsu Sales Operation, Branch of Majapahit Semarang. The results indicated that the three variables significantly influence purchase decision dan corporate image was the variable with the strongest influence. It was also found that corporate image and brand equity are the moderating variables for marketing mix in influencing purchase decision of Daihatsu Ayla. The company can use the results for creating programs intended to strengthen corporate image and brand equity that will strengthen the influence of marketing mix on decision to purchase Daihatsu Ayla

scholarly journals The influence of social media on purchase intention: The mediating role of brand equity

2021 ◽  
Vol 8 (1) ◽  
pp. 1944008
Author(s):  
Mohammed Majeed ◽  
Martin Owusu-Ansah ◽  
Adu-Ansere Ashmond
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Mediating Role
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