Results 11 to 20 of about 53,006 (303)
Marketing Communication dan Brand Awareness [PDF]
Humaniora, 2012 The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand.
Dominikus Tulasi
doaj +5 more sources
The Centrality of Brand Awareness [PDF]
Petra International Journal of Business Studies, 2021 The brand concept, especially brand loyalty, has evolved significantly; however, this phenomenon is still considered far from complete. This study extends a long line of scholars’ efforts by investigating a moderating effect of brand awareness in triangle relationships between product innovation and brand trust and brand loyalty.
Adiwijaya, Michael +3 more
openaire +3 more sources
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
doaj +1 more source
Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude
Qalamuna, 2022 This empirical study seeks to elucidate the impact of social media marketing (SMM) on forming brand awareness, brand image, and brand attitude within the educational institution context.
Carolin Marhareita +2 more
doaj +1 more source
, 2022 Penelitian ini membahas mengenai dampak penggunaan strategi key opinion leader (KOL) terhadap brand awareness dan pengaruhnya terhadap customer engagement. Penelitian ini dilakukan terhadap 100 orang responden melalui kuesioner online.
Sylvia Sylvia +5 more
core +1 more source
PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN
Jurnal Performa, 2021 Penelitian ini berjudul “Pengaruh Brand Awareness, Brand Image, dan Kualitas Produk Terhadap Keputusan Pembelian di Store Zara Pakuwon Mall Surabaya”.
Fransisca Jovita Amelfdi, Elia Ardyan
doaj +1 more source
International Journal For Multidisciplinary Research, 2023 Brand awareness is a fundamental concept in marketing and consumer behavior, representing the extent to which a brand is recognized and recalled by consumers. This abstract explores the theoretical foundations of brand awareness, shedding light on its definition, conceptualization, and importance in the field of marketing. The theoretical underpinnings
openaire +1 more source
Jurnal Aplikasi Bisnis dan Manajemen, 2023 XYZ Insurance is an insurance company that has only been running for three years and is considered to have no brand equity (brand strength) in the eyes of customers.
Virgin Valentina +2 more
doaj +1 more source
The impact of brand communication on brand equity through Facebook [PDF]
, 2015 Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook.
Dabrowski, D +5 more
core +1 more source
PLoS ONE, 2022 Social media has changed the marketing phenomenon, as firms use social media to inform, impress, and retain the existing consumers. Social media marketing empowers business firms to generate perceived brand equity activities and build the notion among ...
Qing Yang +4 more
doaj +2 more sources