MEASURING BRAND EQUITY: THE PERSPECTIVE OF STARBUCKS’ CUSTOMERS
This study aims to analyze brand loyalty in mediating the effect of brand association and brand awareness on brand equity. The population of this study is customers of Starbucks Coffee in Malang City, with a sample of 160 respondents. The data was analyzed using Structural Equation Modeling. The res...
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| Format: | Article |
| Language: | English |
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University of Brawijaya
2020-11-01
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| Series: | Jurnal Aplikasi Manajemen |
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| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/2013 |