THE EFFECT OF COUNTRY OF ORIGIN IMAGE ON BRAND EQUITY THROUGH THE MEDIATION OF BRAND ASSOCIATIONS, BRAND LOYALTY AND BRAND AWARENESS ON LG AIR CONDITIONER (AC) IN SURABAYA

Haryanto, Ivana and Margaretha, Silvia and Anandya, Dudi (2016) THE EFFECT OF COUNTRY OF ORIGIN IMAGE ON BRAND EQUITY THROUGH THE MEDIATION OF BRAND ASSOCIATIONS, BRAND LOYALTY AND BRAND AWARENESS ON LG AIR CONDITIONER (AC) IN SURABAYA. In: International Symposium on Management 13: Market Integration in ASEAN: Market Sustainable Growth and Cross CUltural Issues, 18-20 March 2016, Ho Chi Minh City Vietnam.

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Abstract

This study aims to know and analyze the effect of country of origin image on brand equity through the mediation of Brand associations, brand loyalty and brand awareness on LG Air Conditioners (AC) in Surabaya. The research was conducted on all kinds of LG Air Conditioners in Surabaya. This research using Structural Equation Modeling (SEM) with Lisrel 8.7 software. Data collected directly from respondents who meet the specified characteristics of the population by distributing questionnairies. The samples used in this study was 150 respondents.The result of this study showed the influence of brand association on brand equity, the influence of loyalty on brand equity, the influence of country of origin image on brand associations, country of origin image on brand loyalty, country of origin image on brand awareness, country of origin image on brand equity through the mediation of brand associations, country of origin image on brand equity through the mediation of brand loyalty, country of origin image on brand equity through the mediation of brand awareness, while the influence of brand awareness on brand equity and the influence of country of origin image direcly on brand equity are rejected. Key words : Country Of Origin Image, Brand Associations, Brand Loyalty, Brand awareness, Brand equity

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Country Of Origin Image, Brand Associations, Brand Loyalty, Brand awareness, Brand equity
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Silvia Margaretha 31106
Date Deposited: 26 Jul 2016 05:08
Last Modified: 26 Jul 2016 05:12
URI: http://repository.ubaya.ac.id/id/eprint/28163

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