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The Influences of Brand Awareness on Consumers’ Cognitive Process: An Event-Related Potentials Study [PDF]
Frontiers in Neuroscience, 2020 Brand awareness plays an important role in most aspects of marketing. However, consumers’ cognitive process of brand awareness, which plays an important role in purchase decision or product usage experiences, is still unclear in the brain.
Xuefeng Zhang
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eSport consumption and sponsor brand equity: the mediating role of congruence [PDF]
Frontiers in PsychologyThe present study examines how eSport consumption influences sponsor brand equity through the mediating role of sponsor-eSport congruence. Specifically, the current study investigates the mediating effects of congruence in the relationship between two ...
Yeayoung Noh, Yoonji Ryu, Kyungyeol Kim
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The Optimizing of Digital Marketing to Increase Brand Awareness of Sudut Lombok
Jurnal Aplikasi Bisnis dan Manajemen, 2023 Companies are utilizing the increasing technological and information development to conduct digital marketing activities. Sudut Lombok is a business that operates digital marketing to increase its brand awareness to potential customers.
Intan Cahya Ningrum +2 more
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A study on the effects of advertisement on brand equity: Evidence from mobile industry [PDF]
Management Science Letters, 2014 This paper presents an empirical investigation to study the effects of advertisement on brand equity. The study has accomplished on two well-known brands in mobile providers in city of Tehran, Iran.
Mahmoud Samiei Nasr +2 more
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Business and Finance Journal, 2023 Brand Performance has an important role for organizations to implement and improve good services and processes. This implies that management in the organization, must continuously improve the skills and ability to maintain and enhance the growth of the ...
Andik Setiawan, Yudi Sutarso
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E-Jurnal Manajemen, 2021 Tujuan dari penelitian ini adalah untuk mengetahui pengaruh promosi dan kemasan terhadap keputusan pembelian, pengaruh promosi dan kemasan terhadap brand awareness, pengaruh brand awareness terhadap keputusan pembelian, serta peran brand awareness ...
Febe Vanesamay Jayadi, I Made Wardana
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PERILAKU PEMBELIAN MEREK FAST FASHION PADA GENERASI MILENIAL DI INDONESIA
Jurnal Aplikasi Bisnis dan Manajemen, 2021 The purpose of this study is to analyze millennial buying behavior towards world fast fashion brands in Indonesia. The total number of respondents in the research that could be processed was 188 respondents.
Enrico Situmorang +5 more
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Jurnal Ilmu Sosial dan Humaniora, 2023 The brand awareness of traditional culinary Small Medium Enterprises (SMEs) in West Java can arise from green marketing initiatives triggered by influencer marketing and company commitment.
Asep Muhamad Ramdan +3 more
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PERAN BRAND IMAGE MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND AWARENESS TERHADAP NIAT BELI
E-Jurnal Manajemen, 2020 Penelitian ini bertujuan untuk mengetahui pengaruh EWOM dan brand awareness terhadap niat beli melalui brand image sebagai pemediasi. Sampel penelitian ditetapkan sebanyak 160 responden dengan menggunakan teknik pengambilan sampel yaitu purposive ...
Ketut Ayu Wedayanti +1 more
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MEASURING BRAND EQUITY: THE PERSPECTIVE OF STARBUCKS’ CUSTOMERS
Jurnal Aplikasi Manajemen, 2020 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.
Astrid Puspaningrum
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