scholarly journals THE EFFECTS OF MARKETING TO THE COMPOSITION OF BRAND VALUE: RESEARCH IN THE BEVERAGE INDUSTRY

2014 ◽  
Vol 17 (3) ◽  
pp. 45-60
Author(s):  
Lang Dang Le ◽  
Buu Tan Le
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Quantitative Methods ◽  
Perceived Quality ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Store Image ◽  
Brand Association ◽  
Distribution Intensity ◽  
Positive Effect

This study aims to explore the effects of some selected marketing mix elements on dimensions of brand equity. This isconducted on 10 beverage brands in Vietnam and employed both qualitative and quantitative methods, in which the former is used to develop items for measuring constructs while the latter is applied to verify scales, model and hypotheses. Result shows that model of brand equity consists of four components of brand awareness, brand association, perceived quality, and brand loyalty. In particular,brand awareness has a positive effect on perceived quality;brand association has a negative impact on perceived quality;perceived quality and brand association have a positive effect on brand loyalty; advertising has a positive impact on brand awareness and store image; advertising and sponsorship have a positive effect on the effectiveness of sales promotion; sales promotion, sponsorship and store image positively impact perceived quality; sales promotion negatively impact brand awareness; distribution intensity is positively related to brand awareness and brand loyalty but negatively affects store image. Also, product packaging is positively related to the effectiveness of advertising, sponsorship and distribution intensity. The result is believed to significantly contribute to marketing literature and benefit to brand makers.

scholarly journals ANALISIS PENGARUH ADVERTISING DAN SALES PROMOTION TERHADAP DIMENSI BRAND EQUITY PADA PRODUK PELUMAS MOBIL FASTRON

2018 ◽  
Vol 9 (2) ◽  
pp. 841-854
Author(s):  
Diana Puspita Sari ◽  
Claudha Alba Pradhana ◽  
Yusuf Widharto
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Perceived Quality ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Brand Association ◽  
Equation Modelling

Iklan dan promosi dalam pemasaran produk sangat menentukan kekuatan dari brand suatu produk. Salah satu produk yang memakai iklan dan promosi sebagai sarana penjualan adalah pelumas mobil produksi PT Pertamina Lubricant, yaitu pelumas mobil Fastron. Fastron merupakan produk pertamina yang saat ini masih memiliki tingkat penjualan paling rendah diantara pelumas mobil pertamina yang lain. Penelitian ini bertujuan menganalisis pengaruh advertising dan sales promoton terhadap dimensi brand equity produk pelumas mobil Fastron. Penelitian ini menggunakan Structural Equation Modelling (SEM), dengan melibatkan responden sebanyak 170 orang.  Hasil penelitian menunjukkan kalau advertising serta sales promotion Fastron sangat mempengaruhi 3 dimensi brand equity yang meliputi perceived quality, brand awareness, dan brand association akan tetapi pengaruh tersebut tidak menunjukkan akan brand loyalty.

scholarly journals Analisis brand equity terhadap keputusan pembelian (studi kasus coffee toffee Surabaya)

2020 ◽  
Vol 10 (1) ◽  
pp. 1
Author(s):  
Hendro Lisa ◽  
Sitie Chairhany ◽  
Martina Napratilora ◽  
Abd Syahid ◽  
M. Ilyas
Keyword(s):  
Regression Analysis ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Significant Positive Effect ◽  
Purchasing Decisions ◽  
Testing Technique ◽  
Brand Association ◽  
Positive Effect

This study examines and analyze the significant effect of brand equity consist; brand awareness, brand association, perceived quality and brand loyality on purchased decision. Based on the literature review, this research hypothesis states that the four elements of brand equity affect purchasing decisions. This research uses survey data from Coffee Toffee visitors in Surabaya. Data were collected by questionnaire from respondent. Hypothesis testing technique is done by using multiple regression analysis. The results of this study indicate that brand awareness has a significant positive effect on purchasing decisions, brand association has no significant positive effect on purchasing decisions, the perceived quality has a significant positive effect on purchasing decisions, and brand loyalty have a significant positive effect on purchasing decisions.

Distribution Intensity and Purchase Behavior-mediating Role of Brand Equity in Oil Marketing Companies (OMCs): An Emerging Markets Perspective

2021 ◽  
pp. 227853372098702
Author(s):  
George Kofi Amoako
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Purchase Behavior ◽  
Brand Awareness ◽  
Brand Association ◽  
The Impact ◽  
Distribution Intensity ◽  
The Relationship

The purpose of this research study is to investigate the relationship between distribution intensity and purchase behavior of customers in the downstream petroleum industry in Ghana mediated by brand equity. Brand equity components are brand perceived quality, brand awareness, brand association, and brand loyalty. The study revealed that there is a positive relationship between distribution intensity and purchase behavior through brand equity. Structural equation modelling was used to investigate the relationship among channel location, store availability (distribution intensity), and brand equity (brand loyalty, perceived quality, brand association and brand awareness) and purchase behavior. The study revealed that brand equity mediates the relationship between distribution intensity and purchase behavior in the oil marketing companies (OMCs) in Ghana. This study extends the applicability of brand equity as a mediating variable to enhance the impact of location and service mart availability on purchasing behavior of customers. Additionally, this study provides an in-depth understanding of how the various components of brand equity of OMCs brands contribute to drive consumption experience and continual usage of OMC channels in Ghana. This study is based on a cross-sectional design, and since user behavior may change over time, a longitudinal study will be useful in the future.

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

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

Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation

2018 ◽  
Vol 19 (6) ◽  
pp. 1663-1680 ◽  
Author(s):  
Somesh Kumar Sinha ◽  
Priyanka Verma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Empirical Investigation ◽  
Positive Influence ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Brand Association ◽  
Equation Modelling ◽  
Research Findings ◽  
The Impact

Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four components of brand equity (i.e., brand awareness, brand association, perceived quality and brand loyalty). A model is proposed to show the relations between sales promotion’s benefits and component of brand equity. This study includes a sample of 265 consumers of fast-moving consumer goods from Madhya Pradesh state in India. A covariance based structure equation modelling technique was used for data analysis and interpretation. Research findings revealed that the utilitarian benefit of sales promotion has maximum impact on brand loyalty, while the hedonic benefit of sales promotion has maximum impact on brand association. It provides a way of utilizing the benefits of sales promotion to create and support brand equity. Hedonic benefits of sales promotion can be utilized to make consumers associated with the brand, while utilitarian benefits of sales promotion can be utilized to enhance a repeat purchase of the brand.

scholarly journals ANALISIS PERBANDINGAN BRAND EQUITY PRODUK OLAHRAGA MEREK NIKE DENGAN MEREK ADIDAS

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

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

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.

scholarly journals Male And Female Influence On Hypermarket Brand Equity

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.

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

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

<em>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.</em>

scholarly journals A Study of the Effectiveness of Brand Equity Effecting Student’s Preference Towards Enrolling into The Institutional of Higher Learning, in Klang Valley

2021 ◽  
Vol 2 (1) ◽  
pp. 9-15
Author(s):  
Muhamad Zafri Bin Akadi Akadi ◽  
Vincent Wee Eng Kim
Keyword(s):  
Regression Analysis ◽  
Brand Equity ◽  
Brand Loyalty ◽  
High Speed ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Business Climate ◽  
Brand Association ◽  
Klang Valley ◽  
Levene Test

In Malaysia, high-speed university growth is confronted with the business climate. The notion of branding was at variance with business research for the university, it should or should not be shown. The purpose of the review is to display the significant impact of brand equity, on Brand awareness, Brand association, Brand Loyalty and Perceived Quality. In this study, one dependent variable and 4 independent variables was tested. Brand equity is defined in this term as the distinction of the firm and what may be the element to be in brand equity. A realistic, non-random sampling technique was made to test the hypothesis of Brand awareness, Brand association, Brand Loyalty and Perceived Quality effect on brand equity. One hundred and sixty-five surveys have been sent across Whatsapp and emails to Klang Valley with different age groups. The responses from the survey were tested by SPSS. To test the reliability (internal consistency) of the data, Cronbach alpha was performed. The data was initially tested for levene test before it has been tested using regression analysis. Then, when the test not violate null hypothesis, regression analysis such as ANOVA was performed. To accept the hypothesis of objective, the person correlation coefficient was performed. The study revealed which Brand awareness, Brand association, Brand Loyalty and Perceived Quality do have huge influence on brand equity. This finding will not only provide a credible basis for the possible service industry, such as colleges. It is also a crucial potential research strategy to boost the brand value for the organization.

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