BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL  AIRLINE

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

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ANALISIS EKUITAS MEREK MINUMAN TEH HIJAU DALAM KEMASAN SIAP MINUM NU GREEN TEA TERHADAP FRESTEA GREEN DAN JOYTEA GREEN DI KOTA BENGKULU

Jurnal AGRISEP Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis ◽

10.31186/jagrisep.12.1.19-30 ◽

2013 ◽

Vol 12 (1) ◽

pp. 19-30

Author(s):

Burenida Sartika

Keyword(s):

Green Tea ◽

Brand Equity ◽

Brand Image ◽

Secondary Data ◽

Primary Data ◽

Brand Associations ◽

Test Analysis ◽

Brand Recall ◽

Switching Matrix ◽

Cochran Test

The research was conducted during April to June 2012. Primary and secondary data were used in this research. The primary data related to respondent demography and brand equity. One hundred respondents were selected accidentally around Bengkulu city. Data were analysed quantitatively and qualitatively. Quantitative data were processed using Test of Validity, Reliability Test (Hoyt), Cochran Test Analysis, Importance Performance Analysis (IPA), and Brand Switching Matrix Pattern. The result of the research showed that the NU Green Tea brand is the highest one, and 48% Top of Mind value. Brand Recall in Frestea Green get 45,8%. Brand Recognition asserts 75% among respondences to the existence of Joytea brand. The result of Unaware Brand reveals the research doesn’t seem to know Joytea Brand. Analyzing of Branded Association declares that NU Green Tea has 12 brand associations, Frestea Green brand has 10 brand associations, and in other side Joytea Green brand has 7 brand associations which each made brand image. More results for associations Cochran testing, means the consumers aware to the attributes of the product. It’s included that NU Green Tea brand of drinking package has most of the brand image than Frestea and Joytea Green. Consumer’s perceptions analyzing reveals that NU Green Tea has a good effort as to the respondents want to. Frestea Green must to get more effort to satisfy consumers. At least Joytea Green brand should be awared enough to increase their ability to get more result in consumer satisfying. Consumers’ loyalty analysis showed that the Frestea brand has good consumers loyalty than NU Green Tea and Joytea Green brand.Keywords: brand equity, ready to drink green tea

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The evaluation of a brand association density metric

Journal of Product & Brand Management ◽

10.1108/jpbm-02-2018-1768 ◽

2019 ◽

Vol 28 (1) ◽

pp. 104-116 ◽

Cited By ~ 5

Author(s):

Marco Vriens ◽

Song Chen ◽

Judith Schomaker

Keyword(s):

Brand Equity ◽

Free Association ◽

Brand Associations ◽

Content Type ◽

Product Categories ◽

Brand Association ◽

Brand Attributes ◽

Association Data ◽

Practical Implications ◽

Better Than

Purpose The purpose of this paper is to propose a new brand association density metric and evaluate its performance in terms of correlations with recall, consideration, brand equity and market share and to compare different data collection methodologies to identify brand associations. Design/methodology/approach The authors present results from two studies covering three product categories. The authors use an open free association question and associations to a set of pre-defined brand attributes. The responses to the open free format question are text-mined prior to further analysis. Findings The authors find that the brand association density metric performs better than a metric that only uses the number of distinct associations. The authors also find that these metrics work best when derived from open free association data. Practical implications First, in addition to focusing on trying to build specific brand associations in consumers’ minds, it may be equally important, if not more important, to manage the number and inter-connectedness of the brand’s associations. Second, firms should complement their existing survey approaches with open-ended free association questions. Originality/value The brand association density concept presented is believed to be new. The empirical comparison between the use of free association to pre-defined attributes is also new.

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Innovations in Digital Banking Service Brand Equity and Millennial Consumerism

Digital Transformation and Innovative Services for Business and Learning - Advances in Business Strategy and Competitive Advantage ◽

10.4018/978-1-7998-5175-2.ch004 ◽

2020 ◽

pp. 62-79

Author(s):

Subhankar Das

Keyword(s):

Brand Equity ◽

Structural Equation ◽

Banking Sector ◽

Marketing Mix ◽

Equation Model ◽

Brand Association ◽

Banking Service ◽

Service Brand ◽

Marketing Variables ◽

The Impact

In the goods industry, the product is considered the primary brand with various attributes. However, in the case of the services industry, the company itself is a primary brand. This chapter is based upon primary research of the services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been given consideration such as brand awareness and brand association. For this purpose, a structured questionnaire was prepared, and a survey was conducted on 400 respondents, and a structural equation model has been applied.

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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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Identity, Positioning, Brand Image and Brand Equity Comparison.

Independent Journal of Management & Production ◽

10.14807/ijmp.v8i4.637 ◽

2017 ◽

Vol 8 (4) ◽

pp. 1246 ◽

Cited By ~ 1

Author(s):

Eduardo De Paula e Silva Chaves

Keyword(s):

Brand Equity ◽

Quantitative Research ◽

Brand Image ◽

Brand Identity ◽

Identity Positioning

The management of marketing has as presupposition the understanding of the relations between market and consumption, as well as, the concepts related to the maximization of the results of the company. In this way, an article was elaborated in search of the understanding of the existing relations between brand identity, positioning, brand image and brand equity. In this context, qualitative-quantitative research was sought to describe the existing relationships between concepts, as well as the conceptual and managerial gaps arising from their management. As a result of this work we have the analysis of the conceptual and operational gaps of these concepts.

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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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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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Modelo Conceptual integrativo de Destination Branding: teste empírico no Porto e Norte de Portugal

PASOS Revista de Turismo y Patrimonio Cultural ◽

10.25145/j.pasos.2015.13.059 ◽

2015 ◽

Vol 13 (4) ◽

pp. 865-874

Author(s):

Pedro Costa Carvalho ◽

◽

Ana Maria Pinto Lima Vieira Brites Kankura Salazar ◽

Paulo Matos Graça Ramos ◽

◽

...

Keyword(s):

Conceptual Model ◽

Brand Image ◽

Perceived Quality ◽

Brand Identity ◽

Brand Associations ◽

Destination Branding ◽

Tourist Destinations

The current study aims to develop and test a new conceptual model for destination branding, including and integrating the concepts of brand identity (brand associations), brand image, perceived quality, satisfation and loyalty. This study hypothesizes relationships among this constructs. This article aims to contribute to the conceptualization of destination branding that is identified as critical concept to the competitiveness of tourist destinations

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ANALISIS PENGARUH CITRA MEREK TERHADAP KEPUTUSAN MENGINAP DI HOTEL X

Jurnal Hospitality dan Pariwisata ◽

10.30813/jhp.v6i2.2417 ◽

2020 ◽

Vol 6 (2) ◽

Author(s):

Hari Iskandar

Keyword(s):

Brand Image ◽

Brand Personality ◽

Brand Attitude ◽

Brand Identity ◽

Purposive Sampling ◽

Brand Association

<div class="WordSection1">Hotel X memiliki citra merek yang baik dimana dengan meningkatnya tingkat hunian kamar yang baik disetiap periode. Peneliti melakukan penelitian ini dengan tujuan untuk mengetahui pengaruh dari indikator brand image Hotel X terhadap keputusan tamu untuk menginap.. Metode kuantitatif digunakan sebagai metode penelitian, dan analisis data yakni regresi linear sederhana. Dimana uji penelitian ini menggunakan SPSS. Sampel yang diambil sebanyak 135 responden menggunakan metode non probabilty sampling, dengan teknik purposive sampling.Hasil penelitian berdasarkan uji t dari variabel brand image diantaranya dimensi brand identity, brand association, dan brand benefit and competence hipotesis diterima, yang berarti ketiga dimensi tersebut memilik pengaruh terhadap variabel Y, sedangkan kedua dimensi lainnya yaitu brand personality dan brand attitude and behaviour dimana hipotesis ditolak yang berarti tidak terdapat pengaruh terhadap variabel Y. Berdasarkan hasil uji F, variabel X diuji secara simultan memiliki pengaruh yang signifikan terhadap variabel Y. Berdasarkan hasil uji R2, diperoleh nilai sebesar 64,6%, dimana sebesar 64,6% brand image berpengaruh terhadap keputusan menginap di Hotel Aston, dan sisanya yaitu 35,4% dipengaruhi oleh variabel lain diluar X.Kesimpulan yang bisa didapatkan bahwa terdapat pengaruh positif dari brand image terhadap keputusan menginap sebesar 64,6% sedangkan 35,4% dipengaruhi oleh variabel lainnya. Saran yang bisa diberikan adalah meningkatkan karakteristik dari service-nya, dan juga menjaga kamar agar sesuai dengan gambar yang ditampilkan, dari sisi brand attitude and behaviour dapat lebih memperhatikan fasilitas yang disediakan dalam kondisi normal, baik dalam bentuk makanan dan service diberikan secara profesional.Kata Kunci: Merk, Citra, Hotel, Keputusan Menginap.</div>

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PENGARUH ASOSIASI MEREK, KESETIAAN MEREK, KESADARAN MEREK, DAN CITRA MEREK TERHADAP EKUITAS MEREK PADA PENGGUNA SMARTPHONE OPPO

Jurnal Bina Manajemen ◽

10.52859/jbm.v10i1.147 ◽

2021 ◽

Vol 10 (1) ◽

pp. 206-219

Author(s):

Yenny Lego ◽

Hannes Widjaya

Keyword(s):

Market Share ◽

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

High Growth ◽

Sampling Technique ◽

Brand Awareness ◽

Purposive Sampling ◽

Brand Association ◽

Very High

The very high growth of smartphone users in Indonesia makes companies that issue smartphone products have to try to be the best among other smartphone companies. Currently, OPPO is in second place in the smartphone market share in Indonesia in the second quarter of 2019. The aim of this study is to determine brand association, brand loyalty, brand awareness and brand image have an influence on brand equity. The sampling technique was carried out by purposive sampling. The questionnaire was distributed to 150 respondents in Karawaci Tangerang who were OPPO smartphone users. The results of this study indicate that there is an effect of brand association on brand equity, meanwhile, brand loyalty, brand awareness, and brand image have no influence on brand equity.

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