CUSTOMER BENCHMARKING ANALYSIS ON BRAND IMAGE FORMATION IN BRAND NIKE

Sinergi : Jurnal Ilmiah Ilmu Manajemen

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Field Value
 
Title CUSTOMER BENCHMARKING ANALYSIS ON BRAND IMAGE FORMATION IN BRAND NIKE
 
Creator Ayungga, Rhegie Nastiti
 
Description This study aims to analyze customer benchmarking through the effect of brand identity to the formation of brand image on the Nike brand through brand awareness. Samples were selected from respondents from athletes athletics, aquatic, football, basketball, and coaches in each branch, as well as those who have an awareness exercise encountered by researchers in the area of GOR Surabaya Koni and sports clubs in East Java. Data collection techniques using primary data by distributing questionnaires to the respondents. Data were analyzed using SPSS version 23.0 with path analysis. The results of this study indicate that the brand identity and brand awareness proven effect on simultaneously on the brand image of the Brand Nike. When viewed from the direct influence, brand identity diclared effect on brand awareness, and brand awareness is evident influence on brand image. Meanwhile, if viewed from the indirect effect, stated that the brand identity can not affect the brand image through brand awareness. Limitations in this research is the study population used is limited to several sports clubs in East Java is the target population.
 
Publisher Economic and Bussiness Faculty, Dr Soetomo University
 
Date 2018-09-27
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
application/vnd.openxmlformats-officedocument.wordprocessingml.document
application/vnd.openxmlformats-officedocument.spreadsheetml.sheet
application/vnd.openxmlformats-officedocument.wordprocessingml.document
application/vnd.openxmlformats-officedocument.wordprocessingml.document
application/vnd.openxmlformats-officedocument.wordprocessingml.document
application/vnd.openxmlformats-officedocument.wordprocessingml.document
 
Identifier https://ejournal.unitomo.ac.id/index.php/feb/article/view/1005
10.25139/sng.v8i2.1005
 
Source Sinergi : Jurnal Ilmiah Ilmu Manajemen; Vol 8 No 2 (2018)
2549-0419
2087-4987
 
Language eng
 
Relation https://ejournal.unitomo.ac.id/index.php/feb/article/view/1005/567
https://ejournal.unitomo.ac.id/index.php/feb/article/view/1005/1623
https://ejournal.unitomo.ac.id/index.php/feb/article/view/1005/1624
https://ejournal.unitomo.ac.id/index.php/feb/article/view/1005/1625
https://ejournal.unitomo.ac.id/index.php/feb/article/view/1005/1626
https://ejournal.unitomo.ac.id/index.php/feb/article/view/1005/1627
https://ejournal.unitomo.ac.id/index.php/feb/article/view/1005/1628
 
Rights Copyright (c) 2018 Sinergi : Jurnal Ilmiah Ilmu Manajemen
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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