scholarly journals Marketing Communication dan Brand Awareness

Humaniora ◽  
2012 ◽  
Vol 3 (1) ◽  
pp. 215
Author(s):  
Dominikus Tulasi
Keyword(s):  
Brand Equity ◽  
Product Category ◽  
Marketing Mix ◽  
Primary Objective ◽  
Customer Behavior ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Brand Name ◽  
Basic Dimension ◽  
Effective Use

The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand. Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketing-mix elements. While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and the ease with which that name is evoked. Brand awareness is the basic dimension of brand equity. From an indivual consummer’s perspective a brand has no equity unless the consummer is at least aware of the brand. Achieving brand awareness is the initial challenge for new brands, while maintaining high levels of brand awareness is an ongoing task for all established brands. As a matter of fact marketing communication can influence brand awareness when all tools of marketing mix performed optimally in its application.  

scholarly journals The Impact of Brands on Consumer Buying Behavior

2016 ◽  
Vol 5 (4) ◽  
pp. 1-16 ◽  
Author(s):  
Ulas Akkucuk ◽  
Javed Esmaeili
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Brand Name ◽  
Buying Behavior ◽  
Brand Association ◽  
The Impact

The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

scholarly journals The Effects of Services Marketing Mix Elements on Brand Equity and Customer Response of Tourists Hotels in the East Coast of Sri Lanka

2019 ◽  
Vol 8 (11S2) ◽  
pp. 249-259
Keyword(s):  
Sri Lanka ◽  
Brand Equity ◽  
Survey Methodology ◽  
East Coast ◽  
Marketing Mix ◽  
Marketing Communication ◽  
Mediating Role ◽  
Physical Evidence ◽  
The People ◽  
Hotel Performance

The purpose of the study was to examine the effect of the elements of extended service marketing mix of the east coast hotels in Sri Lanka on the creation of the brand equity and how that brand equity plays a mediating role in customers’ response. The study was quantitative in nature. Survey methodology was adopted. 163 tourists arriving in Sri Lanka who stayed in the hotels in the East Coast of Sri Lanka were surveyed. The questionnaire was used to collect the data. Smart PLS 3 was used to analyze the data. Findings suggest that people, process, physical evidence and marketing communication elements have an effect on the brand equity and in turn positively influence the customer response towards the hotel. Findings also suggest that brand equity of these hotels is partially mediating between extended marketing mix elements and customer response to the hotels. However, marketing communication is not significantly contributing to brand equity. Hoteliers in the region can focus on the people, process and physical evidence to improve their hotel performance as it also contributes to the customer responses towards hotels.

scholarly journals STUDI MENGENAI MINAT BELI KONSUMEN ROKOK

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Gilang Puspita Rini, Iwan Suroso, Faridhatun Faidah
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Product Category ◽  
Brand Awareness ◽  
Brand Associations ◽  
Significance Level ◽  
Brand Association ◽  
Cigarette Brand ◽  
Index Value ◽  
The Impact

AbstrakSalah satu produk yang mengandalkan komponen ekuitas merek untuk bersaing di kategori produknya ini adalah produk rokok dimana pada data yang diperoleh top of mind, yang merupakan tingkatan tertinggi dalam kesadaran merek, yang di adaptasi dari nilai top brand indeks, diketahui bahwa terjadi penurunan top brand indeks pada rokok merek Djarum Super milik PT Djarum selama tahun 2012-2014. Adanya penurunan top brand indeks yang mencerminkan adanya penurunan tingkat kesadaran merek konsumen rokok Djarum Super inilah yang melatarbelakangi penulis untuk meneliti apakah penurunan tersebut mempunyai hubungan dengan naik turunnya minat beli. Sehingga tujuan dari penelitian ini adalah untuk mengembangkan sebuah model mengenai dampak asosiasi merek dan kesadaran merek terhadap minat beli rokok Djarum Super. Populasi yang diambil dalam penelitian ini adalah konsumen rokok merek Djarum Super dengan minimal konsumsi lebih dari 1 tahun di Kabupaten Kudus dengan sampel sebanyak 75 responden. Berdasarkan hasil oleh data melaui SPSS, maka diperoleh hasil bahwa seluruh variabel independen dapat menjelaskan variabel dependennya dibuktikan dengan tingkat signifikansi sebesar 0%.Kata Kunci :niat beli; asosiasi merek; kesadaran merekAbstractOne product that relies on brand equity components to compete in its product category is cigarette products where the data obtained from top of mind, which is the highest level in brand awareness, is adapted from the top brand index value, it is known that there is a decrease in the top brand index on Djarum Super's cigarette brand owned by PT Djarum during 2012-2014. The decline in the top brand index, which reflects the decline in the level of awareness of the Djarum Super cigarette consumer brand, is the background of the authors to examine whether the decline has a relationship with the up and down of buying interest. So the purpose of this study is to develop a model on the impact of brand associations and brand awareness on purchase intention in Djarum Super cigarettes. The population taken in this study is the consumer cigarette brand Djarum Super with a minimum consumption of more than 1 year in Kudus Regency with a sample of 75 respondents. Based on the results by the data through SPSS, the results obtained that all independent variables can explain the dependent variable is proven by a significance level of 0%.Keywords:purchase intention; brand association; brand awareness

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

1993 ◽  
Vol 57 (1) ◽  
pp. 1-22 ◽  
Author(s):  
Kevin Lane Keller
Keyword(s):  
Brand Equity ◽  
Marketing Mix ◽  
Consumer Response ◽  
Memory Model ◽  
Brand Awareness ◽  
Future Research ◽  
Brand Associations ◽  
Brand Knowledge ◽  
Service Brand ◽  
The Individual

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

Hubungan Brand Equity dan Minat Konsumen: Studi Kasus Perubahan Merek Produk Elektronilk Nasional-Panasonic menjadi Panasonic

2006 ◽  
Vol 1 (1) ◽  
pp. 23
Author(s):  
Petra Surya Mega Wijaya ◽  
Anita Puspitasari
Keyword(s):  
Competitive Advantage ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Correlation Method ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Name ◽  
Brand Association ◽  
The Relationship

It is known that brand has the power to attract consumer to buy a product or some services being represented. It also has the role to help the producers to achieve their sales target. Hence, construct a brand in a vigilant way is essential, prior to the competitive advantage that witl be gafned through it. Recently, there is a phenomenon when firms tend to reconstruct their old brand to o new brand name. In Indonesia, one of them is the case of the brand called National-Panasonic, which have been replaced by a new brand name Panasonic. The changing of theNational-Panasonic can obviously notice by the vanishing of this brand name in the Indonesia electronic market.Based on the cose of Panasonic, this research aim to examine the relationship between brand awareness, brand association, perceived quality, brand loyalty, and consumers' intention to buy. Furthermore this research also examines the relationship between brand equity and consumers intention to buy.For about 100 data were collected which comes fro* peoplereside in Surakarta-Central of Java, who have an experience on using the brand. Afterward the data are analyzed using the correlation method. The results show that brand awareness; brand association, perceived quality, brand loyalty, and brand equity are correlated with consumer's intention to buy.Keywords: Brand equity, brand owarness, brand loyalty, consumer's intention to buy

scholarly journals THE EFFECT OF ASSOCIATED MEDIATION, LOYALTY, BRAND IMAGE AND THE QUALITY ACCEPTED TO THE EQUITY OF THE BRAND

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Sarwani Sarwani ◽  
Heru Suprihhadi ◽  
Andry Herawati
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Quality ◽  
Added Value ◽  
Brand Awareness ◽  
Decision Making Process ◽  
Brand Name ◽  
Brand Association

One of the essential topics in marketing management is subject to brand equity. Initially, brand equity was recognized to can be given to bring added value to a product in the means corporate brand name. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the organization to create and build intense brand name organization experiences that will influence the decision-making process to brand name organization choice for membership. Thus, this study aims to prove and analyze the indirect influence amongst the brand equity dimensions on brand equity. For this study's purpose, brand equity dimensions include brand awareness, brand association, brand loyalty, brand image and perceived quality. In this study, a sum of 120 usable questionnaires from cooperation enterprises active membership was gathered. The result indicates that only a mediating influence brand loyalty of brand association on brand equity, and a mediating influence the perceived quality of the brand image on brand equity.

scholarly journals THE The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

2020 ◽  
Vol 9 (2) ◽  
pp. 63-81
Author(s):  
Nadia Passagem ◽  
Catia Fernandes Crespo ◽  
Nuno Almeida
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Country Of Origin ◽  
Product Category ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
The Impact

The purpose of this study is to explore the country of origin´s effects on brand equity dimensions. This research selected wine as the product category and data were collected from Portuguese and Canadian consumers. Our conceptual framework incorporates the influence of country of origin on brand equity dimensions, composed by brand loyalty, brand associations, brand awareness and perceived quality, as well as the brand equity subsequent effect on purchase intention. The hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results of the Portuguese sample indicate that the country of origin affects positively all the brand equity dimensions. The Canadian sample results show that country of origin affects brand loyalty and perceived quality, but there is no significant effect on brand associations and brand awareness dimensions.

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