The Effect Of Brand Image Elements On Price Premium And Brand Loyalty Of Samyang Brand Instant Noodle In Surabaya

Erviana, Ing and Anandya, Dudi and Indarini, Indarini (2016) The Effect Of Brand Image Elements On Price Premium And Brand Loyalty Of Samyang Brand Instant Noodle In Surabaya. Journal of Management and Business, 15 (2). pp. 47-57. ISSN 1412-3789; e-ISSN 2477-1783

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Abstract

This study aims to examine the positive relationship between elements of brand image namely brand awareness, perceived quality, uniqueness, CSR, social image, and country of origin on price premium and brand loyalty for the purchase of Samyang brand instant noodle in Surabaya. The results of this study indicated that brand awareness, perceived quality, and country of origin had no significant effect on price premium and brand loyalty while social image and uniqueness had a positive effect on price premium and brand loyalty so that only social image and uniqueness variables affect price premium and brand loyalty. The distribution manager of Samyang brand instant noodle in Indonesia needs to focus on social image and uniqueness variables and ignore the variables of brand awareness, perceived quality, and country of origin to get price premium and brand loyalty

Item Type:	Article
Uncontrolled Keywords:	brand awareness, perceived quality, country of origin, social image, uniqueness.
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Indarini 3127
Date Deposited:	04 Jun 2024 03:15
Last Modified:	15 Jul 2024 05:47
URI:	http://repository.ubaya.ac.id/id/eprint/46234

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