Article Per Year (5 Year)
p-Index From 2020 - 2025
0
P-Index
This Author published in this journals
All Journal International Journal of Business Studies
Evita Sukmawati
Sekolah Tinggi Manajemen IPMI
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
How to Survive in Book Store Industry through Strengthening Brand Equity Evita Sukmawati; Leonnard Ong
International Journal of Business Studies Vol 3 No 1 (2019): International Journal of Business Studies (IJBS)
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (122.778 KB) | DOI: 10.32924/ijbs.v3i1.92

Abstract

This study aims to determine the influence of corporate positioning on brand equity. Data were obtained from the result of filling out questionnaires by 200 respondents who were all consumers of Gramedia Book Stores. The data were analyzed descriptively and quantitatively through Structural Equation Modelling (SEM) analysis. The findings revealed that the corporate positioning of the Gramedia Book Stores has a positive and significant effect on consumer brand equity. Further managerial implications are provided.
Co-Authors Leonnard Ong