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Journal : Jurnal Manajemen Strategi dan Aplikasi Bisnis

How affection leads to overall brand equity and brand awareness? The mediating role of activation Burhanudin, Burhanudin; Waluyo, Ananda Putri
Jurnal Manajemen Strategi dan Aplikasi Bisnis Vol 6 No 2 (2023)
Publisher : Lembaga Pengembangan Manajemen dan Publikasi Imperium

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36407/jmsab.v6i2.1101

Abstract

The food and beverage industry is a sector that deals with highly demanded products. The aim of this study is to examine how the presence of affection influences activation and further, both the overall brand equity and brand awareness. In addition, this study examines activation acting as a mediation factor in the relationship between affection and overall brand equity as well as between affection and brand awareness. There were 202 respondents who had purchased Excelso products participating in this study. The data was analyzed with a structural equation modeling. The findings of this research show affection influences activation and, further, both overall brand equity and brand awareness. In addition, activation mediates the relationship between affection and overall brand equity and between affection and brand awareness
Co-Authors - Sapriya Abdillah, Agus Abdul Gani Achadi Budi Santosa Afandi, Haekal Ridlo Agus Kurniawan Agus Kurniawan Agus Rianto Agustin Rani Nurfadila Ahdi, Istaufal Ahmad Sirulhaq Aini, Jusratul Akil Akil, Akil Alawiah, Tuti Aminudin, Muhammad Aminuyati Andika Arisetyawan, Andika Andri Suryana Annashih, Muhammad Rafiq Anti Mayastuti Anwar Sutoyo Ariani, Shabrina Atep Sujana Aulia , Shinta Nufus Ayu Wulandari Ayudi, Muhtasar Badriyah Badriyah, Badriyah Bahari, Lalu Pradipta Jaya Bakri, Hasbi Bambang Margono Basukiyatno, Basukiyatno Bella Cucu Putri Andani, Bella Cucu Putri Budiana, Wempi Bunyamin Maftuh Cahyo, Ismail Dwi Darwati Susilastuti Darwati Susilastuti Denny Putri Hapsari, Denny Putri Desi Lisdiana, Desi Dewi, Kencana Djauhari, Arkam Dona Fitria Dwiwinarno , Titop Fahmi, M. Nurul Farihin, Ahmad Fauzi, Erpan Fauzia Fauzia Febryanti, Binta Firdaus Budhy Saputro Firmadani, Fifit firmansyah, Yoki Fitria Wulandari Fitria, Dona Fitriani, Nadiya Frentina Murti Sujadi Gunawan Gunawan Hadi, Rizal Hakiki, Arista Hamzanwadi, Hamzanwadi hanifah hanifah Hapsari Widayani Hari Purwadi, Hari hariyani, camelia Hasanah, Enung Hasanah, Erni Hasthoro , Handoko Hawariani Hendro Prasetyono Heru Susanto Holyness Nurdin Singadimedja I Nyoman loka Ibrahim, H. Muchlis Ibrahim, Muchlis Ifada, Nurma Ilham Fahmi, Ilham Imam, Irsyad Khoerul Imroatul Khasanah Indah Hapsari Indica Yona Okyranida, Indica Yona Intan Nur Farida Irma Fatmawati Ismail Dwi Cahyo Ismantoro, Ardian Iwan Kusuma Negara Jayawarsa, A.A. Ketut Juhadi Juhadi Kamaludin Kamaludin Kapti Riyani Kartasari, Shelly Febriana Karyono Karyono Khamisah, Nur Kodriyah Kusuma, Laskito Ari Kuswantoro, Ferri Laksana, Budiarda Widya Latif, Muhammad Sabri Lestari, Fujiah Lokaadingroho, Indrabudhi Lokananta, Robid Luthfiyah Trini Hastuti Luthfiyah, Zeny M Ikhsan Al Ghazi M. Charis Irvani M.Nuh, Safarudin Mahardini, Nikke Yusnita Mahsun Mahsun Mahyuni Mahyuni Mansuan, Melki Sadekh Mardianto, Toni Mardika, Hanisya Putri Kania Meirawati, Eka Mestawaty Mestawaty Mohammad Jamin Muhamad, Wan Mansor Wan Muhammad Agus Shidiq Muhammad Japar Muhdin Muhdin, Muhdin Mukmin Suryatni, Mukmin Mulyanto Mulyanto Mumtahaen, Ikmal Mutniati, Vebri Putri Muttaqillah, Muttaqillah Na'imah, Rizqi Faridatun Nabilah, Annisa Nada Nagoro, Ignatius Henry Adi Nanola, Nouval Nopianti, Nila Nugraha, Rasyid Ridla Nugroho, Wahyudi Agung Nurfia Oktaviani Syamsiah Nuriah, Fitri Syifa Nurlaelatul, Neneng Nurlaksana Eko Rusminto Nurwiyanta, Nurwiyanta Oppie, Oppie Patmi Kasih Pibriyanti, Kartika Pujiastuti Pujiastuti, Pujiastuti Purwanta, Putri Ayu Puspitaningrum, Ari Cahaya Putri, Shalva Sabrina Rahmadani, Khoirul Rahmatulloh, Andrianto Rahmawati, Rahmawati Rahmayanti, Kanita Amelia Rakhmawati, Intan Ramadhani, Husni Mubarok Risky Ratna Damayanti Rauf Husain, Jamal Retnowati, Dyah Ayu Ria Asep Sumarni, Ria Asep Rochmi Widayanti Roni, Asep Rosana, Nana Safitri, Ardanik Ika Sahaluddin, Sahaluddin Saharudin Saharudin Samsul Bahri Sandi, Riko Malaya Santy Nururly Saptaaji, Ahmad Budi Sari, Anditha Seno Wibowo Gumbira, Seno Wibowo Setyorini, Haryati - Siregar, Sina Wardani Siti Sriningsih Sofia, B. Fara Dwirani Sofiatunnaziah, Sofiatunnaziah Solikhah Solikhah Sonny, Micheal Sri Maryati Sugiyanto , Sugiyanto Sugiyanto - Suhairi, Dadang Sujana, Ahmad Maftuh Sukirman Sukirman Sulaimiah, Sulaimiah Sulhaini Sulhaini Sulistiyaningsih, Nur Sumarta, Sumarta Sumarti Sumarti Sumilang, Anten Sunniarti Ariani Supandi, Agus Supbrowati, Gayatri Dyah Suprayati, Nely Suprayetno, Djoko Supriyati . Surya, Burhanudin Suryono, Edy Sutrisno, Danang Syafnan Syafnan Syahrudin Syahrudin, Syahrudin Syarifa Wahidah Al Idrus Syuhardi, Yossi Indrawati Tara, Nur aida Arifah Tien Setyaningtyas Umi Isnatin Vidayana Vidayana, Vidayana Wachid Yahya Wahyu Sopandi Waluyo, Ananda Putri Wardani, Laila Wibowo, Arief Nugroho Witro, Doli Wulida, Yawma Yaltavera, Nabila Yanda, Indah Permata Yeni Artanti Yeni Mustika Yudi Wahyudin Suwandi Yusnaini Yusnaini Zainal Abidin Zainuddin, Zainuddin Zarkani, Moh. Zultiyanti, Zultiyanti