International Journal of Business Studies
Vol 3 No 1 (2019): International Journal of Business Studies (IJBS)

How to Survive in Book Store Industry through Strengthening Brand Equity

Evita Sukmawati (Sekolah Tinggi Manajemen IPMI)
Leonnard Ong (Sekolah Tinggi Manajemen IPMI)

Article Info

Publish Date
05 Feb 2019

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.

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Journal Info
International Journal of Business Studies
Website

Abbrev

ijbs

Publisher

Sekolah Tinggi Manajemen IPMI

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

International Journal of Business Studies (IJBS) is an international open access and peer-reviewed journal published tri-annually in February, June, and October by IPMI Research Center, Sekolah Tinggi Manajemen IPMI. IJBS aimed to provide research articles in order to have a significant implication ...