MEASURING BRAND EQUITY: THE PERSPECTIVE OF STARBUCKS’ CUSTOMERS

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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Bibliographic Details
Main Author: Astrid Puspaningrum
Format: Article
Language:English
Published: University of Brawijaya 2020-11-01
Series:Jurnal Aplikasi Manajemen
Subjects:
brand association
brand loyalty
brand equity
brand awareness
Online Access:https://jurnaljam.ub.ac.id/index.php/jam/article/view/2013

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