Corporate Brand Equity in Consumer Goods Industry: An Experiential-Based Strategic Branding.

Kristanti, Maria Maia (2017) Corporate Brand Equity in Consumer Goods Industry: An Experiential-Based Strategic Branding. Social Sciences and Humanities Pertanika Journal, 25 (S). 337 -346. ISSN 0128-7702

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Abstract

This study investigates the role of brand experience from the perspective of customer brand equity looking at their favourable brand preference. The structural equations model (SEM) and quantitative research method was adopted. The LISREL software is applied to analyse data and results confirm that brand building blocks of experiential based model are key sources of brand equity and brand sustainability. All the nine research variables have a direct positive impact on brand sustainability. The findings also show the impacts on the general brand personality and brand trust of brand sustainability was mediated by brand experience.

Item Type: Article
Uncontrolled Keywords: Brand building blocks, brand sustainability, corporate brand equity, LISREL, SEM
Subjects: Business > Management
Divisions: Journal Publication
Depositing User: F.X. Hadi
Date Deposited: 06 Mar 2019 08:19
Last Modified: 06 Mar 2019 08:22
URI: http://repository.wima.ac.id/id/eprint/18130

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