scholarly journals BRAND VALUE OF PUBLIC UNIVERSITIES IN HO CHI MINH CITY, VIETNAM

2019 ◽  
pp. 59-71
Author(s):  
Tran Huu Ai ◽  
Le Thị Minh Nguyen ◽  
Pham Thi Chieu My
Keyword(s):  
Brand Loyalty ◽  
Healthcare Services ◽  
Ho Chi Minh City ◽  
Brand Awareness ◽  
Brand Value ◽  
Services Sector ◽  
Brand Building ◽  
Brand Association ◽  
Brand Reputation

The brand and brand building are extremely important and have a long-term meaning for all organizations. Concerns about branding have first started to rise in the field of tangible products but then gradually shifted to the services sector. The intangible nature of a service makes consumers rely on brand elements more when assessing the quality and deciding to buy. Many types of services need to rely on brand reputation so that to attract customers, for example, healthcare services, counseling, and education. The influencing factors here are the factors that together make up brand value according to the model by Aaker (1991), which includes brand awareness, perceived quality, brand association, and brand loyalty.

scholarly journals FACTORS AFFECTING THE BRAND VALUE OF SOME PRIVATE ECONOMIC UNIVERSITIES IN HO CHI MINH CITY, VIETNAM

2020 ◽  
pp. 70-83
Author(s):  
Huu Tran Ai ◽  
Hong Mai Thi Dao ◽  
Chieu Pham Thi My
Keyword(s):  
Higher Education ◽  
Quality Assessment ◽  
Service Sector ◽  
Education Institution ◽  
Ho Chi Minh City ◽  
Brand Value ◽  
Factors Affecting ◽  
Brand Reputation ◽  
Buying Decisions

Branding is extremely important as it has long-term implications for all organizations. Concerns about branding have been initially raised in the field of tangible products and are now shifting towards the service sector. The arguments are: (1) The intangible nature of the service makes consumers rely more on branding to support quality assessment and reduce the risk of buying decisions; (2) Many types of services need to rely on brand reputation to attract customers such as healthcare, consulting, education. Higher education is a special type of service with its own characteristics: highly intangible contents, the affects on human minds, difficulties with assessing the quality, emphasis on prestige, the need to have specific conditions to use. The above characteristics make the brand of a training/education institution become very important when future learners are making their choice.

scholarly journals The relationship between brand equity and intention to buy: the case of convenience stores

2020 ◽  
Vol 11 (2) ◽  
pp. 434
Author(s):  
Phuong Viet Le-Hoang ◽  
Giang Truong Nguyen ◽  
Huong Thanh Thi Phung ◽  
Vi Truc Ho ◽  
Nhan Trong Phan
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Ho Chi Minh City ◽  
Brand Awareness ◽  
Group Discussions ◽  
Brand Association ◽  
Intention To Purchase ◽  
Convenience Stores ◽  
The Relationship

The research aims to identify the components of brand equity that affect consumer purchasing intentions and measure the effect of brand equity components on the intention of consumer purchases at the convenience stores in Ho Chi Minh City. The authors conduct the group discussions, expert discussion, and then analyze data from 200 valid questionnaires with four components of brand equity, namely perceived quality, brand loyalty, brand association, brand awareness. The results of Exploratory Factor Analysis (EFA) show that all four elements have a positive effect on the customer' intention to purchase in the convenience store of Ho Chi Minh City. In particular, the brand association factor has the strongest influence, followed by perceived quality, brand awareness, and brand loyalty. This research contributes that the results confirm the theory of Aaker (1991), Brown and Stayman (1992), Cobb-Walgren et al. (1995), MacKenzie (1986) in the new context of convenience stores in Ho Chi Minh City, Vietnam. Besides, the study gives some recommendations to help convenience stores improve the elements of brand equity and it, to enhance attraction for consumers.

scholarly journals Analisa Brand Equity Terhadap Brand Loyalitas Pt. Transjakarta

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Wendy Fernando
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Awareness ◽  
Brand Trust ◽  
Analysis Techniques ◽  
Brand Association ◽  
Brand Reputation ◽  
Staff Behavior ◽  
Brand Satisfaction

This study aims to determine whether there is influence of Brand Awareness to Brand Reputation, to know whether there is influence of Service Quality to Brand Reputation, to know whether influence of Staff Behavior to Brand Reputation, to know whether there is influence of Self Congruence to Brand Reputation, and to know whether there is influence of Brand Identification to Brand Reputation, to know whether there is influence of Brand Association to Brand Reputation, to know whether there is influence of Brand Reputation to Brand Satisfaction, to know whether there is influence of Brand Satisfaction to Brand Trust, to know whether there is influence of Brand Trust to Brand Loyalty, The sample used is 600 respondents who become consumer companies with data analysis techniques that are multiple regression using AMOS program.

scholarly journals PENGARUH KESADARAN MEREK RITEL, ASOSIASI MEREK RITEL, KUALITAS YANG DITERIMA MEREK RITEL, KESETIAAN MEREK RITEL TERHADAP EKUITAS MEREK RITEL (Studi Empiris pada Kartika Sari)

2017 ◽  
Vol 12 (2) ◽  
Author(s):  
Ongky Alex Sander ◽  
Fahrul Riza
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
T Test ◽  
The Other ◽  
Brand Awareness ◽  
Brand Building ◽  
Brand Association ◽  
Building Activities

<p>This study examined the antecendets of Customer Based Retail Brand Equity (CBRE) such as retail brand awareness, retail brand association, retail brand perceived quality and retail brand loyalty on retail brand equity. Results of testing the hypothesis (t-test) found that variables retail brand awareness and retail brand association does not significantly influence on retail brand equity. While the other variables are retail brand perceived quality and retail brand loyalty has significantly influence on retailer brand equity.Retail brand perceived quality and retail brand loyalty must be considered by the retail businesses because it has a greater influence in creating the Retail Brand Equity (RBE). For further research, can develop research models such as the effect of brand building activities to the comunity identificatiion retailer with retail customer based equity as a mediating variable<br />Keywords: Customer Based Retail Brand Equity (CBRE), retail brand association, retail brand perceived quality and retail brand loyalty on retail brand equity</p>

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

scholarly journals FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

2021 ◽  
Vol 13 (1) ◽  
pp. 1-22
Author(s):  
Evo Sampetua Hariandja ◽  
Aurellia Adeline ◽  
Ferdinandus Eric ◽  
Yossel Christopher
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Validity And Reliability ◽  
Brand Reputation ◽  
Relationship Of ◽  
The Relationship

Abstract- This study aims to determine the effect of brand popularity on brand loyalty, brand awareness, perceived quality and brand reputation among Etude House Indonesia users. Other objective of this study are to t he effect of brand loyalty, brand awareness, perceived quality and brand reputation on brand equity. The effect of brand equity on purchase intention To address the objectives of the study, a quantitative research design was implemented by distributing the questionaires to 360 Etude House Indonesia users and implementing the intruments that fulfilled the validity and reliability test requriements. The data were analyzed by SEM SmartPLS 3. The findings revealed that there was an effect of Brand popularity affects brand awareness, perceived quality, and brand reputation. Other results show that the counrry of brand origin affects brand loyalty, brand awareness and brand perceived quality. Also, Brand equity is determined by brand loyalty and brand reputation. While  Brand equity has a significant effect on purchase intention. In addition, brand equity also impacts on purchase intention. However, in this study the relationship of brand popularity to brand loyalty, the effect of country of brand origin on brand reputation, the effect of brand awareness on brand equity and the effect of perceived quality on brand equity is not supported in hypothesis testing. Keywords: Brand Popularity; Country of Brand Origin; Brand Loyalty, Brand Awareness; Perceived Quality; Brand Reputation; Brand Equity; Purchase Intention

scholarly journals PENGARUH EKUITAS MEREK TERHADAP MINAT BELI ULANG SEPATU MEREK CONVERSE ALL STAR

2020 ◽  
Vol 5 (1) ◽  
pp. 89-96
Author(s):  
Riswandi Wahyuddin ◽  
Johnny Tanamal ◽  
Engki P Nainggolan
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Positive Influence ◽  
Brand Awareness ◽  
Primary Data ◽  
Purposive Sampling ◽  
Brand Association ◽  
Simultaneous Test ◽  
Perception Of Quality ◽  
Level Of Significance

The purpose of this research is to find out and analyze the influence of unison and partial variable brand equity, made up of brand awareness, brand association, the perception of quality and brand loyalty can affect your interest in purchasing a re brand shoes Converse All Star Student at the Faculty of Economics of the University of Tadulako. The research of using primary data, obtained directly from the questionnaire filled in by the respondents. The sample in this study was 60 respondents and is determined using a purposive sampling. Results of the study, the value of R2 = 0.530 (53.0%), which means that buying interest in re-53.0% are influenced by variables brand equity. From the results of the partial test (t) obtained the value of brand awareness for the significance of 0.036, brand associations of 0.026, perception of quality and brand loyalty of 0.021 0.003, it means that the variable is positive and influential brand equity significantly to the buying interest. (F) simultaneous test with significance F 0.000 ≤ level of significance of 5% (α = 0.05) then it can be concluded that all four of these variables simultaneously have a positive influence and interest significantly to buy. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisi pengaruh serempak dan persial variabel ekuitas merek yang terdiri dari kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek dapat mempengaruhi minat beli ulang sepatu merek Converse All Star pada Mahasiswa Fakultas Ekonomi Universitas Tadulako. Penelitian menggunakan data primer, diperoleh langsung dari kuesioner yang diisi oleh responden. Sampel dalam studi ini adalah 60 responden dan ditentukan menggunakan purposive sampling. Hasil penelitian, nilai R2 = 0,530 (53%), yang berarti bahwa 53% minat beli ulang dipengaruhi oleh variabel ekuitas merek. Dari hasil uji parsial (t) diperoleh nilai kesadaran merek0,036, asosiasi merek sebesar 0,026, persepsi kualitas dan loyalitas merek 0,021 dan 0,003, itu berarti bahwa variabel ekuita merek berpengaruh positif dan signifikan terhadap minat beli ulang. Sedangkan hasil uji simultan (F) diperoleh  nilia Fhitung sebesar 0,000 ≤ level of significance 5% (α=0,05) maka dapat disimpulkan bahwa keempat variabel tersebut secara simultan memiliki pengaruh positif dan signifikan terhadap minat beli ulang.

scholarly journals PENGARUH FAKTOR EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SABUN DETERJEN MEREK RINSO DI KELURAHAN LAYANA INDAH KOTA PALU

2015 ◽  
Vol 1 (1) ◽  
pp. 15-22
Author(s):  
Suriani Labolo ◽  
Maskuri Sutomo ◽  
Rahmat Mubaraq
Keyword(s):  
Sample Size ◽  
Brand Equity ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Quality Perception ◽  
Purposive Sampling ◽  
Brand Association

The  research  aims  to  analyze  the  influence  of  brand  equity  that consists  of  brand  awareness, quality perception, brand association, and brand loyalty, on customer purchase decision to buy Rinso at  Layana  Indah Village  in  Palu.  Sample  size  of  the  study  is  72  respondents  who selected  through purposive sampling technique. The results indicate that all variables, namely brand awareness, quality perception,  brand  association, and  brand  loyalty  simultaneously  have  significant  influence  on customer purchase  decision.  The  Adjusted  R  square  of  0.527  indicates  that brand  equity  has  52,7 percent  of  the  variability  of  customer  purchase decision,  while  47,3  percent  influenced  by  other variables  that  are  not studied.  Partially,  all  variables  have  positive  and  significant  influence  on customer purchase decision to buy Rinso detergent. Tujuan penelitian ini adalah untuk mengetahui pengaruh ekuitas merek yang terdiri atas kesadaran merek,  persepsi  kualitas,  asosiasi  merek, dan  loyalitas  merek  terhadap  keputusan  pembelian  produk deterjen merek Rinso di Kelurahan Layana Indah Kota Palu. Sampel dalam penelitian ini sebanyak 72 orang  dengan  teknik  penarikan  sampel menggunakan  purposive  sampling.  Hasil  penelitian menunjukan bahwa secara simultan variabel ekuitas merek yang terdiri dari kesadaran merek, persepsi kualitas,  asosiasi  merek  dan  loyalitas  merek  memiliki pengaruh  signifikan  terhadap  keputusan konsumen sehingga apabila variabel ekuitas merek diterapkan secara baik maka keputusan pembelian juga akan meningkat, dengan nilai adjusted R square 0.527, artinya bahwa ekuitas merek berpengaruh terhadap  keputusan pembelian  sebesar  52.7 %  dan  sisanya  sebesar  47.3 %  dipengaruhi oleh  variabel lain yang tidak diteliti. Secara parsial variabel kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas  merek berpengaruh  signifikan  terhadap  keputusan  pembelian  dalam menggunakan  produk sabun deterjen merek Rinso.

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 The influence of brand awareness, brand association, and perceived quality toward consumers' purchase intention: a case of richeese factory, Jakarta

2020 ◽  
Vol 11 (1) ◽  
pp. 039
Author(s):  
Etty Susilowati ◽  
Agatha Novita Sari
Keyword(s):  
Brand Loyalty ◽  
Fast Food ◽  
Structural Equation ◽  
Perceived Quality ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Association ◽  
Purchasing Intention

This study investigates the relationship between brand awareness, brand association, perceived quality, brand loyalty and brand purchasing intention. A total of 99 students from Budi Luhur University was used as respondents in this study based on the convenience sampling method. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) and SmartPLS 3.0 software. The analysis specifies that there is a significant positive relationship among brand awareness, brand association and perceived quality towards brand loyalty and brand purchasing intention. However, there is not a significant relationship between brand loyalty and brand purchasing intention. It indicates that consumers who are satisfied with Richeese Factory products and services do not always end up making purchases. The ability of managers to understand the factors which shape consumer brand behavior is required to develop and to maintain their brand position in high competitive fast food brand competition.

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