How Spoke Character Influences Brand Equity

Anandya, Dudi and Wewengkang, Monica Engelica and Indarini, Indarini (2019) How Spoke Character Influences Brand Equity. In: Proceedings of the 5th Annual International Conference on Management Research (AICMaR 2018), 8-9 August 2018, Manado.

PDF Artikel AICMAR 5-2018.pdf Download (2MB)

Abstract

This research purpose is to to analyze the relevance dimensions of spoke character (likability, expertise, and relevance) and to analyze the influence of spokes-character to brand equity component, that is brand awarenss/association, perceived quality, and brand loyalty for Alfamart Brand in Surabaya Data processing was conducted using IBM SPSS Statistics 22 and Lisrel 8.70 software. The sampling technique that used is non-probability sampling with purposive sampling type. The number of sample in this research is 153 respondents that has qualify the specified characteristics of the population. The result of this research show that likability, expertise, and relevance could reflect spokes-character, there is influence of spokes-character to brand awareness/association and perceived quality, and influence of perceived quality to brand loyalty. Besides that, this research also show that brand awareness/association does not influence brand loyalty.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	spokes-character; brand awareness/association; perceived quality; brand loyalty; likability; expertise; relevance
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:	05 Jun 2024 02:56
Last Modified:	05 Jun 2024 02:56
URI:	http://repository.ubaya.ac.id/id/eprint/46486

Actions (login required)

View Item