MEASURING BRAND EQUITY OF COSMECEUTICALS – A CASE USING CONSUMER BASED BRAND EQUITY MODEL

Objective: This study intends to operationalize brand equity and form a standard measure of it that could be used across cosmeceutical products to measure brand equity. It attempts to provide an indication of a set of items that can contribute to brand equity.Methods: A survey instrument containing the said brand equity concept was administered to a sample pool of 200 select beauticians and consumers of a leading Indian Cosmeceutical brand identified using stratified random sampling method, from among the universe of the users of the product in Tiruchirappalli district, Tamil Nadu.Results: The results obtained confirm that the dimensions, viz., brand awareness, perceived quality, brand loyalty, brand association, and brand image were found to significantly contribute to brand equity in cosmeceutical products. The regression confirms that perceived quality and brand associations are not causal drivers but are only indirect drivers of brand equity. Further, the dimension perceived quality was very strongly related with both brand loyalty and brand image, and brand loyalty was very strongly related with brand association among the beauticians segment of the sample. In the case of the brand equity dimensions among consumers, the brand association was very strongly related with brand awareness, perceived quality, and perceived quality was very strongly associated with the brand image.Conclusion: The outcomes of the study confirm that cognitive components of perceived quality and brand association were less contributing to brand equity and the affective component of brand loyalty had stronger underpinning on brand equity construction and hence play an important role in brand management. The brand equity structure gives a very good clarification of brand equity drivers and also their relationships, to formulate a cause and effect model. The model can form a basis for more action-based tactical and operational marketing strategies.

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Analisis Brand Equity Pocari Sweat Dalam Persaingan Industri Minuman (Studi Kasus: Mahasiswa di Bogor)

Jurnal Manajemen dan Organisasi ◽

10.29244/jmo.v1i1.14147 ◽

2016 ◽

Vol 1 (1) ◽

pp. 24

Author(s):

Fredie Pratama ◽

Jono M. Munandar

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Growing Up ◽

Brand Association ◽

Strong Position ◽

Market Leader ◽

High Level

Isotonic drink is a new kind of product in Indonesian consumer goods. This kind of product entered Indonesian market in mid-80s. However, isotonic drink industry is growing up along with the increase of people’s welfare and awareness of body health. One of isotonic drinks marketed in Indonesia is Pocari Sweat, produced by PT Amerta Indah Otsuka, which is the market leader in Indonesian isotonic drink industry. High level of competition put more burdens on the producer. PT Amerta has to ensure that Pocari Sweat get a strong position on consumers’ minds. The objective of this research is to analyze Pocari Sweat’s brand equity. It covers several elements: brand awareness, brand association, brand’s perceived quality and brand loyalty. In order to see the overall competition among isotonic drinks, this research also involves several other brands such as ProSweat, Mizone, Aqua, and Coca-Cola. This research is conducted in three universities in Bogor; Bogor Institute of Agriculture (Institut Pertanian Bogor), Pakuan University and Ibnu Khaldun University. The result shows that in the element of brand awareness, Pocari Sweat is the most memorized brand. The association of brand image in brand association element shows that Pocari Sweat has two brand images: safe for health and fresh taste to kill thirst. Analysis on perceived quality with biplot method shows that Pocari Sweat has several attributive characteristics namely benefit, safe for health, eliminates dehydration and recharge stamina. Meanwhile, analysis in brand loyalty shows that Pocari Sweat doesn’t have a strong brand loyalty yet.

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

Sinergi Jurnal Ilmiah Ilmu Manajemen ◽

10.25139/sng.v11i1.3523 ◽

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.

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The Ultimate Influences of Brand Equity Dimensions on Consumer Decision in Hi-Tech Market

Academic Journal of Research and Scientific Publishing ◽

10.52132/ajrsp.e.2021.272 ◽

2021 ◽

Vol 3 (27) ◽

pp. 27-46

Author(s):

Dr. Alireza Miremadi ◽

◽

Omidreza Ghanadiof ◽

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

Perceived Quality ◽

Competitive Market ◽

Brand Awareness ◽

Four Dimensions ◽

Brand Association ◽

Brand Recognition ◽

Association Data

Laptop market in Iran is the highly competitive market, so the researchers studied the effect of brand equity on consumer behavior in laptop market in Iran. Brand equity consists of four main categories such as brand awareness, perceived quality brand loyalty and brand association. Data were gathered from 505 respondents among different cities of Iran. The influence of brand equity dimensions was analyzed through different Statistical techniques applying SPSS ver22. The analyses proved the influence of all of the four dimensions of Iranian laptop consumption. When view from this prospective, brand Association and brand loyalty placed as higher ranks among the Iranian consumers, In consequence, marketing and advertising manager should put their efforts to improve perceived quality and brand awareness to strength their brand equity in this highly competitive market. As matter of fact brand image captured the strength point and value placed as weakness point in brand Association as one of dimension of brand equity. One also should not overlook the fact that brand recognition is placed as strong factor of brand awareness and similar feature captured the weakness attributes of brand awareness in Iranian laptop market.

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The Influence of Brand Equity Elements on Purchase Decision and Its Imlication on Customer Loyalty

10.31227/osf.io/vztdh ◽

2019 ◽

Author(s):

Lingga Binangkitsari ◽

Sulistiono

Keyword(s):

Brand Equity ◽

Customer Loyalty ◽

Significant Influence ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Equation Modeling ◽

Purchase Decision ◽

P Value ◽

Brand Association

This research aims to determine how the influence of brand equity elements (brandawareness, brand association, perceived quality, and brand loyalty) to purchase decision andtheir impact on consumer loyalty PT. Garuda Indonesia in Bogor City. This research usedexogenous variables (brand awareness, brand association, perceived quality and brandloyalty) and endogenous variables (purchase decision and costumer loyalty). The samplemethod that used in this research was Roscoe. With 100 respondents selected are people whohave been used the inflight services of Garuda Indonesia. This research data is processedusing AMOS 22 for structural equation modeling analysis.The results of this research showsthat brand awareness has a positive and significant influence to purchase decision, brandassociation has a positive and significant impact to purchase decision, perceived quality hasa positive and significant influence to purchasie decision, brand loyalty has a positive andsignificant influence to purchase decision, and purchase decision has a positive andsignificant impact on customer loyalty. Because all variables show the result of t-count orCritical Ratio (C.R.) ≥ 1.96 or p value ≤ 0.05 which means the hypothesis is accepted.Keyword: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty,Purchase Decision, Customer Loyalty

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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ANALISIS PERBANDINGAN BRAND EQUITY PRODUK OLAHRAGA MEREK NIKE DENGAN MEREK ADIDAS

E-Jurnal Manajemen Universitas Udayana ◽

10.24843/ejmunud.2019.v08.i12.p13 ◽

2019 ◽

Vol 8 (12) ◽

pp. 7154

Author(s):

Ni Kadek Ayu Juniantari ◽

Eka Sulistyawati

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Descriptive Analysis ◽

Research Result ◽

Perceived Quality ◽

Brand Awareness ◽

Test Technique ◽

Brand Association ◽

Analysis Technique ◽

Training Activities

This study aims to determine brand equity differences between Nike and Adidas from Denpasar athletes perception. The population in this study are all athletes in Denpasar who use the sport product brand Nike and Adidas to support training activities. The sample that used in this study is 100 respondents using Purposive Sampling method, and the data analysis technique used is Descriptive Analysis and T-test technique. Based on the research result, it shows that there are differences in brand awareness, brand association, perceived quality, and brand loyalty between Nike and Adidas sport product. Keywords : comparison, brand, brand equity, brand awareness, brand association, perceived quality, brand loyalty

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The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity

Asian Social Science ◽

10.5539/ass.v9n3p125 ◽

2013 ◽

Vol 9 (3) ◽

Cited By ~ 35

Author(s):

Erfan Severi ◽

Kwek Choon Ling

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

Perceived Quality ◽

Mediating Effects ◽

Brand Association

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Penilaian Konsumen Tentang Ekuitas Merek Shopping Mall di Surabaya (Studi Pada Tunjungan Plaza, Surabaya Plaza, dan Mal Galaxy)

BISMA (Bisnis dan Manajemen) ◽

10.26740/bisma.v2n1.p72-84 ◽

2018 ◽

Vol 2 (1) ◽

pp. 72

Author(s):

ACHMAD ROFIAN DJUNAEDI ◽

Sri Setyo Iriani

Keyword(s):

Marketing Strategy ◽

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Shopping Mall ◽

Brand Awareness ◽

Brand Association

Tunjungan Plaza, Surabaya Plaza, Mal Galaxy is part of a shopping mall that has a longevity brand in Surabaya, was established before the 2000th and still exist today. Tunjungan Plaza, Surabaya Plaza, and the Mal Galaxy have the outlet mall and tenant with famous brand, both brands from Indonesia and an international brand. Each of the shopping mall has a marketing strategy to build strong brand equity at the consumers perception. Brand equity may increase or decrease the value given by the shopping mall to the company or its customers. This research aims to determine consumer’s assessment of shopping mall brand equity in Surabaya, brand equity is measured by brand awareness, brand association, perceived quality, and brand loyalty. These results shows that Tunjungan Plaza is a shopping mall that brand awareness is remembered by most responden, most positively associated, and the highest brand loyalty, while the Mal Galaxy is a shopping mall which considered by respondents to the best perceived quality. Overall, Tunjungan Plaza is a shopping mall which has the strongest brand equity in Surabaya.

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Male And Female Influence On Hypermarket Brand Equity

International Business & Economics Research Journal (IBER) ◽

10.19030/iber.v7i9.3288 ◽

2011 ◽

Vol 7 (9) ◽

Author(s):

Hui-Chu Chen ◽

Robert D. Green ◽

James Miller

Keyword(s):

Gender Differences ◽

Brand Equity ◽

Brand Loyalty ◽

Equity Theory ◽

Perceived Quality ◽

Consumer Product ◽

Brand Awareness ◽

Male And Female ◽

Research Opportunities ◽

Brand Association

Based on the customer-based brand equity theory (Keller, 1993) and its retail construct measures of brand loyalty, brand awareness, perceived quality, and brand association (Pappu, Quester, and Cooksey, 2006), gender differences are presented, tested and analyzed. The study finds that females have significantly higher brand association (p < 0.01) and total brand equity (p < 0.05). This article concludes with the implications and research opportunities for branding scholars and to consumer product manufacturers and retailers.

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Analisis Elemen Ekuitas Merek RCTI dalam Persaingan Industri Televisi Swasta di Indonesia: Studi Kasus pada Empat Perguruan Tinggi Swasta Terkemuka di Jakarta

The Winners ◽

10.21512/tw.v9i1.731 ◽

2008 ◽

Vol 9 (1) ◽

pp. 62

Author(s):

Masruroh Masruroh ◽

Awin Indranto

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Research Method ◽

Sampling Method ◽

Brand Image ◽

Student Perception ◽

Research Result ◽

Sampling Technique ◽

Brand Awareness ◽

Brand Association

Article measured the element of RCTI brand equity consisting of brand awareness, brand association that formed brand image, perceived quality, and brand loyalty. The used research method was descriptive, this research desribe 400 student perception from four private universities in Jakarta on the RCTI brand equity in last 2005. The used sampling method was probability sampling using proportionate stratified random sampling technique. The brand awarness research result shows that RCTI brand is in the first level on top of mind level with 50,25% of the respondent. For the brand association, there are three associations that formed brand image of RCTI, which are RCTI Oke, Indonesian Idol, and Seputar Indonesia.

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