Influence of Brand Extention Strategy, Brand Image and Brand Trust on Coffee Product’s Brand Equity

The objective of this research is to explore the relationship between brand extension strategy, brand image, brand trust, and brand equity in the coffee industry of Indonesia. The research mainly discusses the effect of brand extension strategy on brand equity through brand image and brand trust in the coffee industry, i.e., Kapal Api as a leading coffee brand in Indonesia. Approximately 200 respondents of Kapal Api consumers participated on the survey by responding the questionnaire. Data were analyzed using Structural Equation Modeling (SEM) by combining factor analysis and regression analysis. The results of the evaluation of the one step modification model show that the model is fit and tested for causality. This study shows that brand extension strategy affects brand trust but does not affect brand image and brand equity. Brand trust affects brand image and brand equity. In addition, the brand image also affects brand equity. Brand trust is able to mediate the brand extension strategy on brand equity while a brand image is not. This research is useful for businesses to evaluate marketing strategies in maximizing potential customers by understanding the factors that influence brand equity.

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The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽

10.46961/mediasi.v2i3.396 ◽

2021 ◽

Vol 2 (3) ◽

pp. 163-180

Author(s):

Dwi Mandasari Rahayu

Keyword(s):

Social Media ◽

Brand Equity ◽

Structural Equation ◽

Consumer Response ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Trust ◽

Study Results ◽

Brand Involvement ◽

The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

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A study on the effectiveness of sensory branding in Cafe Coffee Day outlets in Coimbatore

Health Sciences ◽

10.15342/hs.2020.270 ◽

2020 ◽

Vol 2020 ◽

Author(s):

R V Rupini ◽

R Nandagopal

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Strong Correlation ◽

Brand Image ◽

Sensory Experience ◽

Brand Trust ◽

Brand Love ◽

Empirical Results ◽

The Relationship

The purpose of the study were: (1) to develop a reliable and valid scale and model for sensory experience, (2) to empirically test the model using Roberts’ (2004) lovemarks theory by examining the effect of the two brand image dimensions on the lovemark experience (brand love and brand respect) and, (3) to examine the relationship among brand loyalty, brand trust and overall brand equity. The empirical results show that the model is found to be fit and the hypotheses are significant and the variables have a strong correlation with one another.

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

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

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

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

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The effect of novelty on travel intention: the mediating effect of brand equity and travel motivation

Management Decision ◽

10.1108/md-09-2018-1055 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Yucheng Zhang ◽

Jing Li ◽

Chih-Hsing Liu ◽

Yimo Shen ◽

Guiquan Li

Keyword(s):

Intrinsic Motivation ◽

Brand Equity ◽

Structural Equation ◽

Mediating Effect ◽

Equation Modeling ◽

Future Research ◽

Content Type ◽

The Relationship ◽

Night Markets ◽

Research Studies

PurposeResearch on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty influences travel intention through two mediating paths: brand equity and tourist motivation.Design/methodology/approachIn this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists' travel intentions.FindingsThe SEM analysis indicated that novelty in tourism management was related to brand equity and intrinsic motivation, which increased foreign tourists' travel intentions and offered advantages for highly competitive, high-density night markets in Taiwan. In addition, brand equity was an important mediator that connected novelty and tourists' travel intentions. Finally, novelty indirectly affected travel intention and intrinsic motivation through brand equity.Research limitations/implicationsThere may exist potential moderators in the relationships among the brand equity and travel intention categories. Future research studies could explore whether any moderators influence the relationship mechanisms examined in this study.Originality/valueThis research expands on previous research studies that have focused on the value of travel intention. Furthermore, the study uses brand equity theory (BET) and the theory of planned behavior (TPB) to examine the mediating effect of intrinsic motivation on the relationship between novelty and travel intention.

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Connecting the dots between brand logo and brand image

Asia-Pacific Journal of Business Administration ◽

10.1108/apjba-06-2018-0101 ◽

2019 ◽

Vol 11 (1) ◽

pp. 68-87

Author(s):

Harsandaldeep Kaur ◽

Kanwalroop Kaur

Keyword(s):

Structural Equation ◽

Brand Image ◽

Brand Personality ◽

Equation Modeling ◽

Personality Dimensions ◽

Content Type ◽

Brand Familiarity ◽

Sphere Of Influence ◽

The Impact ◽

The Relationship

Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.

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The Relationship between Brand Club Personalities, Trust and Brand Loyalty in Fans of Persepolis FC

Review of European Studies ◽

10.5539/res.v8n3p187 ◽

2016 ◽

Vol 8 (3) ◽

pp. 187

Author(s):

Hamid Roudbari ◽

Alireza Elahi ◽

Hossein Akbari Yazdi

Keyword(s):

Structural Equation Modeling ◽

Structural Equation ◽

Brand Personality ◽

Equation Modeling ◽

Brand Trust ◽

Behavioral Loyalty ◽

Attitudinal Loyalty ◽

Sports Clubs ◽

Statistical Sample ◽

The Relationship

Fan loyalty is imperative for sports clubs. In fact, fans have more trust in their favorite team will remain loyal to the team. Team managers and sports clubs must win the trust of their fans. Club brand personality is one of the variables that can be used to enhance the trust of the fans. Due to this issue, in this study, the relationship between club brand personality, trust and loyalty of fans have been investigated. The population of this research consists of Persepolis FC fans and 384 persons were evaluated as the statistical sample. To collect the data, the brand personality questionnaire by Tsiotso (2012), the modified questionnaire by Chowdhury and Holbrook (2001), the attitudinal loyalty questionnaire by Gladden and Funk (2003) and the behavioral loyalty questionnaire by Fink et al. (2001) were used. Descriptive and inferential statistics (regression coefficient and Structural Equation Modeling) were used for statistical analysis. The results of structural equation modeling revealed that club brand personality influences on brand trust and it influences behavioral and attitudinal loyalty of the fans. The managers of Persepolis FC can use a brand trust to increase the loyalty of their fans and implement brand personality to gain their trust.

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The Impact of Brand Trust on Physician’s Prescription Decision Towards Prothrombin Complex Concentrate with a Special Reference to Octaplex®

Asian Social Science ◽

10.5539/ass.v15n10p1 ◽

2019 ◽

Vol 15 (10) ◽

pp. 1

Author(s):

D. R. G. Perera ◽

W. M. C. Bandara Wanninayake

Keyword(s):

Relationship Marketing ◽

Structural Equation ◽

Quantitative Research ◽

Positive Impact ◽

Equation Modeling ◽

Brand Trust ◽

Online Questionnaire ◽

Integral Role ◽

The Impact ◽

The Relationship

Management of Hemostasis is an integral role for any Intensivist in assurance of recovery of a hemorrhage patient who is often treated in an ICU, and building trust of a product segment related to such vital treatment will undoubtedly hold an utmost importance. Yet in researches and articles in current Medical Marketing setup it is found to be very limited, and in the case of Biological and Bio-Similar Marketing its almost non-existence. The purpose of this research paper is to investigate and prove the significant positive impact of Brand Trust on Physicians Prescription Decision and Moderation impact powered by the synergy of Relationship Marketing. The research consists of data which was collected via online questionnaire and captured the data required from the target sample cohort which is distributed via respective specialized academic colleges of their representation through email and filed online by the participants of quantitative research. Moreover, two of the main key opinion leaders (KOLs) were interviewed and qualitative data were summarized. The collected data were analyzed using Structural Equation Modeling (SEM) procedures to reach meaningful conclusions. Thereby the study proves the significant positive impact of Brand Trust on Physicians Prescription Decision and Moderation impact which synergized by Relationship Marketing. The study is an original contribution to the field of Marketing in Biological and Pharmaceutical Industry. The proposed relationships are based on Brand Trust, Physician’s Prescription Decision and Relationship Marketing. Furthermore, the Moderating effect of Relationship Marketing on the relationship between Brand Trust and Physician’s Prescription Decision is unique to this study.

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The role of brand equity in increasing buying interest

Management Science Letters ◽

10.5267/j.msl.2021.3.009 ◽

2021 ◽

pp. 1999-2010

Author(s):

Gita Sugiyarti ◽

Aris Mardiyono

Keyword(s):

Structural Equation Modeling ◽

Brand Equity ◽

Structural Equation ◽

Brand Image ◽

Sales Promotion ◽

Brand Awareness ◽

Equation Modeling ◽

Significant Positive Effect ◽

Positive Effect

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

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Building customer loyalty for light steel products “Kencana Truss” in Bali

International Research Journal of Management IT and Social Sciences ◽

10.21744/irjmis.v6n4.668 ◽

2019 ◽

Vol 6 (4) ◽

pp. 156-168

Author(s):

I Komang Adi Dana Wijaya ◽

Ni Wayan Sri Suprapti

Keyword(s):

Customer Satisfaction ◽

Product Quality ◽

Customer Loyalty ◽

Structural Equation ◽

Brand Image ◽

Equation Modeling ◽

Brand Trust ◽

Significant Positive Effect ◽

Analysis Technique ◽

Positive Effect

The purpose of this study is to explain the effect of product quality on customer satisfaction mediated by brand image and brand trust, ultimately determining customer loyalty. The questionnaire distributed 175 copies to the users of Kencana Truss light steel in Bali Province, but valid for processing 133 copies. Data were analyzed using SEM (Structural Equation Modeling) analysis technique. The results of this study found that variable product quality, brand image, and brand trust have a significant positive effect on customer satisfaction. Customer satisfaction variables have a significant positive effect on customer loyalty. Variable brand image and brand trust, significantly mediate the effect of product quality on customer satisfaction. Similarly, customer satisfaction mediates the effect of brand image and brand trust on customer loyalty. The implications of the results of this study indicate that product quality is found as a major factor in increasing customer satisfaction which ultimately results in customer loyalty. Providers of light steel products should pay special attention to product quality, so customer satisfaction and loyalty can be maintained.

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How Brand Equity Can Saves Its Company? A Study of One of the Largest E-Commerce in Indonesia

Journal of Economics and Business ◽

10.31014/aior.1992.04.03.380 ◽

2021 ◽

Vol 4 (3) ◽

Author(s):

Siti Kulsum ◽

◽

Dwi Sunu Kanto ◽

Noverdi Bross

Keyword(s):

Service Quality ◽

Product Quality ◽

Structural Equation ◽

Quantitative Research ◽

Brand Image ◽

Partial Least Square ◽

Online Marketing ◽

Least Square ◽

Equation Modeling ◽

The Relationship

Marketing management is an activity that is planned and organized including the distribution of goods, pricing and monitoring of policies that have been made which aim to gain a place in the market so that the objectives of marketing can be achieved. Online marketing media in the digital era seems to be the prima donna of solving solutions, therefore business actor’s flock to take advantage of online marketing media as a driving force for the wheels of their business. The type of research used in this study was quantitative research. In this study, data processing and analysis used the Partial Least Square (PLS) approach. PLS is a component-based or variant-based Structural Equation Modeling (SEM) equation model. The data analysis in this research is the Outer Model Analysis, Inner Model, and Hypothesis Testing. This research results that the price has an effect on Brand Image. Product Quality has an effect on Brand Image. Service Quality affects Brand Image. Price affects Promotion. Product Quality affects Promotion. Quality of Service affects Promotion. Promotion affects Brand Image. Promotion moderates the relationship between Price and Brand Image. Promotion moderates the relationship between Product Quality and Brand Image. Promotion can moderate the relationship between service quality and brand image.

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