The Effect of Title Sponsorship Activity of the Professional Basketball on Brand Awareness, Brand Preference and Brand Image

2009 ◽  
Vol 38 ◽  
pp. 363-372
Author(s):  
Sung Kyeom Kim ◽  
Hwa Ryong Kim
Keyword(s):  
Brand Image ◽  
Brand Awareness ◽  
Brand Preference ◽  
Professional Basketball

PENGARUH BRAND KNOWLEDGE TERHADAP BRAND PREFERENCE CALON MAHASISWA PASCASARJANA: BUKTI EMPIRIS PADA PROGRAM MAGISTER MANAJEMEM UNPAR

2014 ◽  
Vol 9 (2) ◽  
pp. 127
Author(s):  
Ronald Chandra Fattama
Keyword(s):  
Higher Education ◽  
Multiple Regression ◽  
Brand Image ◽  
Brand Awareness ◽  
Brand Preference ◽  
Public And Private ◽  
Brand Knowledge ◽  
Marketing Program ◽  
Catholic University ◽  
Result Show

One of nicknames that given to Bandung is city of students. It called that way, because of many institutions both public and private in Bandung. Some study estimates that higher education’s demand will increase about four times in 2025. Students that sign up to Parahyangan Catholic University Master of Management had a declining tendency. That delcining tendency is allegeldy because marketing program and promotion that used by Parahyangan Catholic University didn’t go well. The purpose of this research is generally to determine the effect of Parahyangan Catholic University’s brand knowledge on prospective student’s brand preference.The analysis of this research using multiple regression to determine the effect of Parahyangan Catholic University Master Management’s brand awareness and iamge on prosprective student’s brand preference. The findings of this result show that Parahyangan Catholic University Master of Management is recommended to enhance their marketing program and promotion. Marketing program and promotion need to be increase in order to enhance prospective student’s brand awareness and brand image, which leads to increase number of student that sign up for Master Managemen itself. Keywords: brand knowledge, brand image, brand preference, higher education

scholarly journals Impact of Green Practices on Buying Habits in Pakistan’s Food Sector

ECONOMICS ◽  
2019 ◽  
Vol 7 (2) ◽  
pp. 19-30
Author(s):  
Rana Adeel Jafar ◽  
Aiza Shabbir ◽  
Farzana Kousar
Keyword(s):  
Design Methodology ◽  
Brand Image ◽  
Brand Awareness ◽  
Cluster Sampling ◽  
Brand Preference ◽  
Point Scale ◽  
Food Sector ◽  
Engineering And Technology ◽  
Critical Characteristics ◽  
Strongly Agree

Abstract The review intends to research the green advertising practices and its consequences for the client’s image inclination in sustenance segment of Pakistan. Design/methodology/approach-Data is gathered by using 5 point scale through strongly disagree to strongly agree. it include 15 items about respondents graphics It contains questions about demographics, green brand image, environment concern, green brand awareness, and green brand preferences. The data was collected from different Universities (G.C University, University of Punjab, University of Engineering and Technology) in Lahore Pakistan. In this study cluster sampling is used. Findings- This study shows significant results with respect to green brand preference and its critical characteristics of student brand awareness. This study concluded that the importance of green brand elements (green brand image, environment concern, on green brand awareness, H1 H2 H4.H4 are accepted. Originality - Past writing recommends an Essential association among green showcasing and purchaser mark inclinations yet in Pakistan there is an absence of such examination. So to fill this hole this exploration is led by utilizing quantitative procedures. We circulate poll 60 shoppers and capability of sustenance segment on the premise of accommodation examining to get the outcomes with regards to Pakistan.

Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference

2015 ◽  
Vol 117 (2) ◽  
pp. 553-564 ◽  
Author(s):  
Edward S.-T. Wang
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Food Service ◽  
Food Product ◽  
Brand Awareness ◽  
Brand Preference ◽  
Content Type ◽  
Service Brand ◽  
Physical Risk ◽  
Food Value

Purpose – Although food product value and food safety is widely acknowledged as a critical concern by consumers, little empirical evidence exists regarding how food product value is created and how product risk decreases as a result of service-brand equity. The purpose of this paper is to explore whether food service-brand equity (i.e. brand awareness and brand image) affects consumer-perceived food value, food physical risk, and brand preference. Design/methodology/approach – In this study, data were collected from steakhouse consumers using a convenience sample (n=386). Structural equation modelling was used to analyse the survey data. Findings – The results reveal that service-brand awareness and brand image produce considerably dissimilar effects on consumer-perceived food value and risk. Brand awareness positively affects consumer-perceived food value but does not influence perceived physical risk. By contrast, brand image negatively influences perceived physical risk and positively affects brand preference, but it does not add perceived value to the food product. Originality/value – This study is the first to address these concerns, which are essential for understanding the role of service-brand equity in developing food-risk and value perceptions, and brand preference.

Perceived Guest House Brand Value: The Influence of Web Interactivity on Brand Image and Brand Awareness

2020 ◽  
Vol 27 (2) ◽  
pp. 250-277
Author(s):  
Rosemary Matikiti-Manyevere ◽  
Mornay Roberts-Lombard ◽  
Mercy Mpinganjira
Keyword(s):  
Brand Image ◽  
Brand Awareness ◽  
Brand Value ◽  
Guest House

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

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

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

scholarly journals The Analysis of Brand Image and Brand Awareness on Purchase Decisions

2021 ◽  
Author(s):  
Anita Dewi Rachmawati ◽  
Heny Hendrayati ◽  
Vanessa Gaffar
Keyword(s):  
Brand Image ◽  
Brand Awareness ◽  
Purchase Decisions

scholarly journals Pengaruh Brand Awareness, Brand Image dan Customer Perceived Value Terhadap Purchase Intention

2020 ◽  
Vol 4 (3) ◽  
pp. 81
Author(s):  
Luki Lukmanul Hakim ◽  
Keni Keni
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Perceived Value ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Analysis Method ◽  
Scale Method ◽  
Customer Perceived Value ◽  
Operational Variables

This study aims to determine the effect of brand awareness, brand image, and customer perceived value on purchase intentions. The sampling technique used in this study is nonprobability sampling by purposive sampling using a quantitative approach by distributing questionnaires to 146 which valid respondents 142 respondents. Data analysis method used in this study is multiple regression analysis. For operational variables using the Likert scale method of validity used a computer measuring instrument that is SPSS 25.0. The results showed that the brand awareness variable have a significant and positif effect, brand image have a significant and positif effect, customer perceived value have a significant and positif effect on purchase intention. In this case the brand image is the most influences of purchase intention.

scholarly journals The Influence of Destination Brands on the Satisfaction and Revisit Intention of Foreign Tourists at the Agro-tourism of Ceking Rice Field Terrace in Bali

2020 ◽  
pp. 265
Author(s):  
I Putu Wahyu Wicaksana ◽  
I G A Oka Suryawardani ◽  
Ratna Komala Dewi
Keyword(s):  
Structural Equation ◽  
Rice Field ◽  
Brand Image ◽  
Positive Influence ◽  
Equation Model ◽  
Brand Awareness ◽  
Tourist Destinations ◽  
Brand Association ◽  
Revisit Intention ◽  
Destination Brand

Agrotourism attraction of Ceking Rice Field Terrace Village is a natural panorama of rice fields terrace has been recognized as heritage that should be preserved. The purpose of this study is to find out the influence of destination brands on the interest of foreign tourists in Ceking Rice Field Terrace Agrotourism and the obstacles faced in building destination brands in Ceking Rice Field Terrace tourist destinations. The independent variables of this research are part of the brand destination, namely brand awareness, brand image and brand association. The dependent variables are customer satisfaction and revisit intention. Research was design based on structural equation model. Data was analyzed by using Smart-PLS version 3.0. Brand awareness, brand image and brand association had a significant and positive influence on the satisfaction of foreign tourists and their revisit intention. The results also showed that the constraints faced by Agrotourism Rice Field Terrace in building a destination brand area, the name of Agrotourism Ceking Rice Field Terrace has not been known as a name of attractive tourist destination and the lack of handicrafts that have the characteristics of the Agrotourism. Keywords: agrotourism, brand destination, and revisit intention

scholarly journals Influence of Advertisement Message on Fitbar Billboard Towards Brand Awareness and Its Implication to Brand Image

Humaniora ◽  
2016 ◽  
Vol 7 (1) ◽  
pp. 63
Author(s):  
Yuliana Riana Pand ◽  
Wiliany Gui
Keyword(s):  
Path Analysis ◽  
Brand Image ◽  
Brand Awareness ◽  
Target Market ◽  
Message Content ◽  
Nutritional Content ◽  
Analysis Techniques ◽  
Message Structure ◽  
The Media ◽  
Message Format

The assumption that snacks could cause problem in diet and bodyweight, makes this study interesting. Because this product, Fitbar, appears on the market as a healthy snack that is contrary to this assumption. This product is about to prove that there is a healthy and tasty snack as snacks. Marketing communications through advertising billboards with the media aims to reach the target market. Fitbar billboard ads convey the message content in the form of information about the attributes and benefits of products such as nutritional content and product slogans. This study uses path analysis techniques to determine the effect of variable X (advertisement message) to variable Y (brand awareness) and its implications on the variable Z (brand image). The results showed that the content of the message components such as message structure, message display, message format, and the source of the message have contributed in the formation of brand awareness, which further on has implications on brand image. Influence on brand awareness message content is equal to 0.609. The effect of variable X (message) and Y (brand awareness) to variable Z (brand image) amounted to 0,365. Therefore, the use of billboards media in conveying the message to the target market of Fitbar products is to build brand awareness and the implications for brand image. 

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