THE EFFECT OF ASSOCIATED MEDIATION, LOYALTY, BRAND IMAGE AND THE QUALITY ACCEPTED TO THE EQUITY OF THE BRAND

Sinergi : Jurnal Ilmiah Ilmu Manajemen

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Field Value
 
Title THE EFFECT OF ASSOCIATED MEDIATION, LOYALTY, BRAND IMAGE AND THE QUALITY ACCEPTED TO THE EQUITY OF THE BRAND
 
Creator Sarwani, Sarwani
Suprihhadi, Heru
Herawati, Andry
 
Description One of the essential topics in marketing management is subject to brand equity. Initially, brand equity was recognized to can be given to bring added value to a product in the means corporate brand name. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the organization to create and build intense brand name organization experiences that will influence the decision-making process to brand name organization choice for membership. Thus, this study aims to prove and analyze the indirect influence amongst the brand equity dimensions on brand equity. For this study's purpose, brand equity dimensions include brand awareness, brand association, brand loyalty, brand image and perceived quality. In this study, a sum of 120 usable questionnaires from cooperation enterprises active membership was gathered. The result indicates that only a mediating influence brand loyalty of brand association on brand equity, and a mediating influence the perceived quality of the brand image on brand equity.
 
Publisher Economic and Bussiness Faculty, Dr Soetomo University
 
Date 2021-03-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier https://ejournal.unitomo.ac.id/index.php/feb/article/view/3523
10.25139/sng.v11i1.3523
 
Source Sinergi : Jurnal Ilmiah Ilmu Manajemen; Vol 11 No 1 (2021)
2549-0419
2087-4987
 
Language eng
 
Relation https://ejournal.unitomo.ac.id/index.php/feb/article/view/3523/1545
 
Rights Copyright (c) 2021 Sinergi : Jurnal Ilmiah Ilmu Manajemen
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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