An Analysis of Brand Image Implications to Consumer-Based Brand Equity: An Evidence of A Smartphone Product
Companies are competing to maintain their market share and attract new consumers in this digital era. A deep understanding of how brand image influences Costumer Based Brand Equity is very important for companies to design effective marketing strategies. Therefore, this research aims to examine the...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Bandung: Prodi Manajemen FE Universitas Langlangbuana
2024-12-01
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| Series: | Almana: Jurnal Manajemen dan Bisnis |
| Subjects: | |
| Online Access: | http://journalfeb.unla.ac.id/index.php/almana/article/view/2728 |
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| author | Intan Tenisia Prawita Sari Agus Rahayu Henny Hendrayati Mohamad Iqbal Abdul Rauf |
| author_facet | Intan Tenisia Prawita Sari Agus Rahayu Henny Hendrayati Mohamad Iqbal Abdul Rauf |
| author_sort | Intan Tenisia Prawita Sari |
| collection | DOAJ |
| description | Companies are competing to maintain their market share and attract new consumers in this digital era. A deep understanding of how brand image influences Costumer Based Brand Equity is very important for companies to design effective marketing strategies. Therefore, this research aims to examine the influence of brand image on customer based brand equity. This research uses a quantitative approach. The respondents' responses indicated that all variable in brand image and CBBE of Samsung Brands in Garut Regency were very good. Furthermore, Brand association is proven to be the strongest indicator in building CBBE and brand loyalty is the least. there is a positive correlation between brand image and customer-based brand equity (CBBE). |
| format | Article |
| id | doaj-art-4026b22a431b493bb4d7409072e3becb |
| institution | Kabale University |
| issn | 2579-4892 2655-8327 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Bandung: Prodi Manajemen FE Universitas Langlangbuana |
| record_format | Article |
| series | Almana: Jurnal Manajemen dan Bisnis |
| spelling | doaj-art-4026b22a431b493bb4d7409072e3becb2025-01-09T08:51:06ZengBandung: Prodi Manajemen FE Universitas LanglangbuanaAlmana: Jurnal Manajemen dan Bisnis2579-48922655-83272024-12-018361562210.36555/almana.v8i3.27282728An Analysis of Brand Image Implications to Consumer-Based Brand Equity: An Evidence of A Smartphone ProductIntan Tenisia Prawita Sari0Agus Rahayu1Henny Hendrayati2Mohamad Iqbal Abdul Rauf3Universitas Pendidikan Indonesia, IndonesiaUniversitas Pendidikan Indonesia, IndonesiaUniversitas Pendidikan Indonesia, IndonesiaUniversitas Garut, IndonesiaCompanies are competing to maintain their market share and attract new consumers in this digital era. A deep understanding of how brand image influences Costumer Based Brand Equity is very important for companies to design effective marketing strategies. Therefore, this research aims to examine the influence of brand image on customer based brand equity. This research uses a quantitative approach. The respondents' responses indicated that all variable in brand image and CBBE of Samsung Brands in Garut Regency were very good. Furthermore, Brand association is proven to be the strongest indicator in building CBBE and brand loyalty is the least. there is a positive correlation between brand image and customer-based brand equity (CBBE).http://journalfeb.unla.ac.id/index.php/almana/article/view/2728brand imagecustomer-based brand equity |
| spellingShingle | Intan Tenisia Prawita Sari Agus Rahayu Henny Hendrayati Mohamad Iqbal Abdul Rauf An Analysis of Brand Image Implications to Consumer-Based Brand Equity: An Evidence of A Smartphone Product Almana: Jurnal Manajemen dan Bisnis brand image customer-based brand equity |
| title | An Analysis of Brand Image Implications to Consumer-Based Brand Equity: An Evidence of A Smartphone Product |
| title_full | An Analysis of Brand Image Implications to Consumer-Based Brand Equity: An Evidence of A Smartphone Product |
| title_fullStr | An Analysis of Brand Image Implications to Consumer-Based Brand Equity: An Evidence of A Smartphone Product |
| title_full_unstemmed | An Analysis of Brand Image Implications to Consumer-Based Brand Equity: An Evidence of A Smartphone Product |
| title_short | An Analysis of Brand Image Implications to Consumer-Based Brand Equity: An Evidence of A Smartphone Product |
| title_sort | analysis of brand image implications to consumer based brand equity an evidence of a smartphone product |
| topic | brand image customer-based brand equity |
| url | http://journalfeb.unla.ac.id/index.php/almana/article/view/2728 |
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