Image of Pengaruh country of origin image terhadap pembentukan brand equity dalam produk otomotif : ( Studi kasus : Bajaj Auto Indonesia)

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Pengaruh country of origin image terhadap pembentukan brand equity dalam produk otomotif : ( Studi kasus : Bajaj Auto Indonesia)

This research investigates the effect of country of origin image on the formation of brand equity on one of the automotive product, specifically in two-wheeled vehicle. The case study used is Bajaj Pulsar Motorcycle. In this research, Structural Equation Modeling (SEM) with LISREL 8.5 program has been used to process the data. The result shows that country of origin image has a positive and significant effect on brand equity dimensions. Furthermore, among three mediating variables of brand equity dimensions (those are brand distinctiveness, brand loyalty, and brand awareness/associations), it is proven that there is only one mediating variable, brand loyalty, which has a positive and significant effect on brand equity. However, it is found that country of origin image has not significant effect on brand equity. Interpretations, limitations, and managerial implications are discussed further. Ada tabel

Ketersediaan

Call NumberLocationAvailable
8217PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia.,
Edisi -
Subjek Brand equity
Automotive industry
Brand awareness
Brand royalty
Country origin
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xiii, 137 p. ; 30 cm.
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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