Measuring Customer-based Brand Equity: Empirical Evidence From Sports Footwear Market in Indonesia
Brand is a powerful tool to attract more consumers to buy particular products. Some may even regarded it as equity as it can add values to the products. This study seeks to examine the practicality and applications of a customer-based brand equity model in sports footwear market in Indonesia based o...
| Main Authors: | , |
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| Format: | Thesis |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2013
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| Subjects: |
| _version_ | 1797033316244783104 |
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| author | , FERDHI FIRMANSYAH SUSANTO , Yulia Arisnani, M.B.A, Ph.D. |
| author_facet | , FERDHI FIRMANSYAH SUSANTO , Yulia Arisnani, M.B.A, Ph.D. |
| author_sort | , FERDHI FIRMANSYAH SUSANTO |
| collection | UGM |
| description | Brand is a powerful tool to attract more consumers to buy particular
products. Some may even regarded it as equity as it can add values to the
products. This study seeks to examine the practicality and applications of a
customer-based brand equity model in sports footwear market in Indonesia based
on Aaker�s well-known conceptual framework of brand equity.
The study employed structural equation modeling to investigate the causal
relationship between the dimensions of brand equity and brand equity itself. Data
were collected from a sample of actual consumers living in Indonesia�s most
populated island, Java. The findings conclude that perceived quality, brand
association, and brand loyalty are influential dimensions of brand equity, with
loyalty appeared to be the most important factor. Weak support was found for the
brand awareness dimension. The result of the study shows that brand managers
and marketing planners should consider the relative importance of brand equity in
their overall brand equity evaluation and should concentrate their efforts primarily
on building perception of quality, brand image, and brand loyalty. |
| first_indexed | 2024-03-13T22:52:02Z |
| format | Thesis |
| id | oai:generic.eprints.org:120201 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T22:52:02Z |
| publishDate | 2013 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:1202012016-03-04T08:35:41Z https://repository.ugm.ac.id/120201/ Measuring Customer-based Brand Equity: Empirical Evidence From Sports Footwear Market in Indonesia , FERDHI FIRMANSYAH SUSANTO , Yulia Arisnani, M.B.A, Ph.D. ETD Brand is a powerful tool to attract more consumers to buy particular products. Some may even regarded it as equity as it can add values to the products. This study seeks to examine the practicality and applications of a customer-based brand equity model in sports footwear market in Indonesia based on Aaker�s well-known conceptual framework of brand equity. The study employed structural equation modeling to investigate the causal relationship between the dimensions of brand equity and brand equity itself. Data were collected from a sample of actual consumers living in Indonesia�s most populated island, Java. The findings conclude that perceived quality, brand association, and brand loyalty are influential dimensions of brand equity, with loyalty appeared to be the most important factor. Weak support was found for the brand awareness dimension. The result of the study shows that brand managers and marketing planners should consider the relative importance of brand equity in their overall brand equity evaluation and should concentrate their efforts primarily on building perception of quality, brand image, and brand loyalty. [Yogyakarta] : Universitas Gadjah Mada 2013 Thesis NonPeerReviewed , FERDHI FIRMANSYAH SUSANTO and , Yulia Arisnani, M.B.A, Ph.D. (2013) Measuring Customer-based Brand Equity: Empirical Evidence From Sports Footwear Market in Indonesia. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=60221 |
| spellingShingle | ETD , FERDHI FIRMANSYAH SUSANTO , Yulia Arisnani, M.B.A, Ph.D. Measuring Customer-based Brand Equity: Empirical Evidence From Sports Footwear Market in Indonesia |
| title | Measuring Customer-based Brand Equity:
Empirical Evidence From Sports Footwear Market
in Indonesia |
| title_full | Measuring Customer-based Brand Equity:
Empirical Evidence From Sports Footwear Market
in Indonesia |
| title_fullStr | Measuring Customer-based Brand Equity:
Empirical Evidence From Sports Footwear Market
in Indonesia |
| title_full_unstemmed | Measuring Customer-based Brand Equity:
Empirical Evidence From Sports Footwear Market
in Indonesia |
| title_short | Measuring Customer-based Brand Equity:
Empirical Evidence From Sports Footwear Market
in Indonesia |
| title_sort | measuring customer based brand equity empirical evidence from sports footwear market in indonesia |
| topic | ETD |
| work_keys_str_mv | AT ferdhifirmansyahsusanto measuringcustomerbasedbrandequityempiricalevidencefromsportsfootwearmarketinindonesia AT yuliaarisnanimbaphd measuringcustomerbasedbrandequityempiricalevidencefromsportsfootwearmarketinindonesia |