scholarly journals Analisis Pengaruh Brand Equity Terhadap Keputusan Pembelian Produk Oleh Oleh Khas Daerah Para Selebriti di Kota Makassar

2019 ◽  
Vol 6 (1) ◽  
pp. 32-40
Author(s):  
Farida - Ida
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Research Method ◽  
Sampling Method ◽  
Brand Management ◽  
Management Model ◽  
Brand Awareness ◽  
Purchasing Decisions ◽  
Brand Association ◽  
Brand Quality

Objectively this study aims to develop a brand management model that includes brand awareness, a brand associated, perceived quality and brand loyalty towards purchasing decisions. The research method used PLS with a sampling method of 100 consumers baklave, Makassar and Boluta, bosang. Based on purposive sampling. The results of the study stated that of the nine hypotheses proposed two hypotheses were declared not significant (rejected), namely the influence of brand association on brand quality and purchasing decisions.

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

The Winners ◽  
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.

The Role of Brand Management in Emerging Markets

2014 ◽  
pp. 167-184 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Emerging Markets ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Corporate Branding ◽  
Management System ◽  
Brand Management ◽  
Brand Awareness ◽  
Brand Performance ◽  
Brand Association ◽  
Brand Quality

This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in order to effectively achieve business success in emerging markets based on the conditions of their organizational structure, environment, and marketing contexts. Developing a good brand relationship is essential for brand management in emerging markets. Firms in emerging markets should recognize the importance of brand constructs (i.e., brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty) and need to put more marketing efforts in building brand management system in order to enhance the marketing performance and achieve business goals in the global marketing environment.

The Role of Brand Management in Emerging Markets

2015 ◽  
pp. 2006-2023 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Emerging Markets ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Corporate Branding ◽  
Management System ◽  
Brand Management ◽  
Brand Awareness ◽  
Brand Performance ◽  
Brand Association ◽  
Brand Quality

This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in order to effectively achieve business success in emerging markets based on the conditions of their organizational structure, environment, and marketing contexts. Developing a good brand relationship is essential for brand management in emerging markets. Firms in emerging markets should recognize the importance of brand constructs (i.e., brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty) and need to put more marketing efforts in building brand management system in order to enhance the marketing performance and achieve business goals in the global marketing environment.

scholarly journals Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame

2020 ◽  
Vol 1 (1) ◽  
pp. 1-7
Author(s):  
Devi Nilakandi
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Personal Selling ◽  
Brand Awareness ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Quality Factors ◽  
Consumer Decisions ◽  
Brand Association ◽  
Independent Variable

The purpose of this study was to determine the significance of the effect of brand equity (brand awareness, quality impression, brand association, brand loyalty) of Oriflame cosmetic products on consumer purchases in Mataram City. The population of this study are consumers who make real purchases and consumers who have tried through a demo conducted by personal selling Oriflame cosmetic products. Sampling of 50 consumers really fulfills the requirements for a representative sample. The data collection techniques used were interview techniques and documentation techniques. This analysis is used because in this study there is more than one independent variable. This analysis is used to determine the influence of brand equity (brand awareness, quality impression, brand association, and brand loyalty) on consumer purchase desires (decisions). The results showed that: 1) Brand awareness and perceived quality factors have a significant influence to form an image and influence consumer decisions in purchasing oriflame products; 2) The factors of brand association and consumer loyalty do not have a meaningful influence on purchasing decisions for Oriflame products. This means that brand association and brand loyalty are not the dominant factors that influence consumers to use Oriflame products even though these factors have an influence but the effect is small; and 3) Brand equity has a strong influence on consumer decisions in purchasing Oriflame products. This means that the stimuli attached to the oriflame product create a special attraction that attracts consumers to buy and use oriflame products.

scholarly journals Pengaruh Ekuitas Merek Terhadap Keputusan Membeli Produk Kosmetik Merek Oriflame

2020 ◽  
Vol 1 (1) ◽  
pp. 1-7
Author(s):  
Devi Nilakandi
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Personal Selling ◽  
Brand Awareness ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Quality Factors ◽  
Consumer Decisions ◽  
Brand Association ◽  
Independent Variable

The purpose of this study was to determine the significance of the effect of brand equity (brand awareness, quality impression, brand association, brand loyalty) of Oriflame cosmetic products on consumer purchases in Mataram City. The population of this study are consumers who make real purchases and consumers who have tried through a demo conducted by personal selling Oriflame cosmetic products. Sampling of 50 consumers really fulfills the requirements for a representative sample. The data collection techniques used were interview techniques and documentation techniques. This analysis is used because in this study there is more than one independent variable. This analysis is used to determine the influence of brand equity (brand awareness, quality impression, brand association, and brand loyalty) on consumer purchase desires (decisions). The results showed that: 1) Brand awareness and perceived quality factors have a significant influence to form an image and influence consumer decisions in purchasing oriflame products; 2) The factors of brand association and consumer loyalty do not have a meaningful influence on purchasing decisions for Oriflame products. This means that brand association and brand loyalty are not the dominant factors that influence consumers to use Oriflame products even though these factors have an influence but the effect is small; and 3) Brand equity has a strong influence on consumer decisions in purchasing Oriflame products. This means that the stimuli attached to the oriflame product create a special attraction that attracts consumers to buy and use oriflame products.

scholarly journals ANALISIS EKUITAS MEREK GULA PASIR GULAKU DAN GUPALAS

2020 ◽  
Vol 27 (2) ◽  
pp. 197
Author(s):  
Darul Bakhtiar
Keyword(s):  
Market Share ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Method ◽  
Brand Awareness ◽  
Brand Associations ◽  
Brand Association ◽  
Equity Research ◽  
The Difference ◽  
First Mover

Introduction: This study aims to study the various elements of brand equity (brand equity) granulated sugar products, such as: brand awareness, brand association, brandperceived quality, and brand loyalty by comparing two brands of sugar products are Gulaku and Gupalas. Gulaku as first mover advantages which the first player to enter a particular industry is often considered to have the first opportunity to build market share since 2002, while Gupalas is a product that has just appeared in 2011.Methods: The sampling method used is purposive sampling with the number of respondents who were taken as the sample in the study of100 people consumers of sugar, especially housewives who are in theMadiun area. Analyzer used in this research is the analysis of the meandifference test through t test and a confirmation through Manova test.Results: Brand equity research results indicate that Gulaku have higherbrand equity than Gupalas. The difference was due to the three elements of brand equity include brand awareness, brand associations and brandloyalty of Gulaku much higher than Gupalas. While Gupalas Gulaku only be offset in terms of perceived quality alone.Conclusion and suggestion: This study is used as input Gupalasmanufacturers namely PT. Nusantara Plantation XI as brand equityevaluation of Gupalas include brand equity, which is supposed to be improved.

scholarly journals The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective

2020 ◽  
Author(s):  
Sujin Bae ◽  
Timothy Hyungsoo Jung ◽  
Natasha Moorhouse ◽  
Minjeong Suh ◽  
Ohbyung Kwon
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Sampling Method ◽  
Mixed Reality ◽  
Brand Awareness ◽  
Factors Affecting ◽  
Brand Association ◽  
Experience Survey ◽  
Visitor Attractions ◽  
Equity Perspective

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experience. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea using a stratified sampling method. PLS-SEM was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experience, but also positively affect brand awareness, brand association, and brand loyalty.

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

2017 ◽  
Vol 10 (6) ◽  
pp. 210
Author(s):  
Vaijayanthi P ◽  
Shreenivasan Ka
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Management ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equity Structure ◽  
Affective Component ◽  
Cognitive Components ◽  
Brand Association

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.

scholarly journals An Analysis of Brand Equity Components in the Context of Cultural Festivals

2018 ◽  
Vol 9 (6) ◽  
pp. 59-68
Author(s):  
Nawathiwa Seehanam ◽  
Supalak Akkaranggoon ◽  
Supanni Ungpannsattawung
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Awareness ◽  
Brand Experience ◽  
Direct Influence ◽  
Brand Association ◽  
Brand Quality ◽  
Cultural Festivals ◽  
Equity Model

Abstract The objectives of this research are 1) to examine the tourist-based brand equity (TBBE) model for cultural festivals; 2) to analyze the components of brand equity in Loy Krathong Light and Candles Festival at Sukhothai Historical Park in Thailand. In order to verify the validity of the brand equity model for cultural festivals, the conceptual framework of this research was based on the concept of consumer- based brand equity model, namely, brand awareness, brand quality, brand association, brand image, brand loyalty, and brand experience. Questionnaires were used to collect data from 328 Thai tourists, and were analyzed by using the structural equation model. The results showed the correlation between the TBBE model and the empirical data with the significant level of 95. That is to say, brand awareness (BA) has a direct influence on brand quality (BQ) and brand association (BAS). Brand quality (BQ) has a direct influence on brand experience (BEx), and brand experience (BEx) has a direct influence on brand loyalty (BL). This research also found that brand experience (BEx) has an influence on the structure of brand equity for cultural festivals.

scholarly journals The Influence of Brand Equity to Purchasing Decisions on Wardah Products (studies conducted at Wardah Beauty House stores, Surabaya)

2018 ◽  
Vol 1 (1) ◽  
pp. 53-60
Author(s):  
Vebri Aria Rahma
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Quantitative Research ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchasing Decisions ◽  
Brand Association

This study aims to analyze  the influence of  brand equity which includes: brand awareness, brand association, perceived quality, and brand loyalty on purchasing decisions at Wardah Beauty House Surabaya stores. The authors used a survey, where the authors distributed questionnaires totaling 100 questionnaires to consumers or customers in Wardah Beauty House Surabaya stores. This is a quantitative research. Analyzed using multiple linear regression analisys and using SPSS 18.0. Based on the results of the study showed that brand equity variables consisting of brand awareness, brand association, perceived quality, and brand loyalty simultaneously have a significant effect on purchasing decisions. Brand awareness doesn’t have a partially significance influence on purchasing decisions.

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