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Analisis Pengelolaan Consumer-based Brand Equity melalui Brand Experience pada Produk Perawatan Diri Halal Khusus Pria: Studi Kasus Pada Brand Kahf
Over the last few years the evolution of consumer-brand relationships has become the focus of branding theory in the marketing literature in order to tackle an increasingly competitive business environment. Brand equity is claimed as the best tool that acts as a profitable differentiator (Aggarwal Sharma et al., 2013) and strong for maintaining consumer-brand relationships. In addition, brand experience and consumer-based brand equity were declared have the same importance in maintaining consumer-brand relationships (Altaf et al., 2017). This study tries to find the role of brand experience on consumer-based brand equity (CBBE) in Halal Personal Care for Men Product to identify the importants elements of brand equity suggested by Aaker (1991) and Keller (1993), which combined the effect of brand loyalty on managing overall brand equity in men's personal care products. Researchers conducted a quantitative study with a survey of the results of 251 respondents Kahf products user in Indonesia. The analytical method used in this research is the Structural Equation Model (SEM) to see the relationship between variables and moderation using IBM AMOS 26 and SPSS applications. The results revealed that perceived quality, brand image, brand experience, brand loyalty, and brand awareness; were positively related and had a significant effect on overall brand equity. Perceived quality is claimed an important variable in the management of CBBE on male-specific Halal personal care products to increase overall brand equity..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13633 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI 2022 |
|---|---|
| Edisi | - |
| Subjek | Consumer Brand experience Based Brand Equity Kahf |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xviii, 204 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |