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All Journal Jurnal Manajemen Bisnis
Seliani, Andina
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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ANTECEDENTS OF BRAND EQUITY Seliani, Andina; Pratomo, Luki Adiati
Manajemen Bisnis Vol 9, No 2 (2019): October
Publisher : Department of Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (425.584 KB) | DOI: 10.22219/jmb.v9i2.11827

Abstract

This study intends to examine the effects of brand association, brand loyalty, brand awareness, brand image, and country-of-origin image on brand equity in Zara, Pull and Bear, H&M, and Uniqlo brands. To collect samples, a non-probability method was utilized with a purposive sampling technique, and obtained 135 respondents who were social media users and have bought Zara, Pull and Bear, H&M, and Uniqlo brands in the past one year. The analytical tool used was Multiple Regression. The results showed that there were positive influences among brand association, brand loyalty, brand awareness, brand image, and country-of-origin image on brand equity.
Co-Authors Luki Adiati Pratomo