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Customer Brand Identification And Dimensions Of Brand Equity - A Study On Tour And Travel Companies
06
Des 2017
Penulis : Dr. Ir. Bob Foster, M.M.; Iwan Sidharta; & Robbi Saepul Rahman
Penerbit : American Scientific Publishers
Tahun Terbit : 2017
Volume : -
ISSN : 1936-6612
Halaman : 31
Kata Kunci : Customer Brand Identification, Brand Equity
Abstrak :

The previous study shows brand equity has a significant role in a service company, especially in the hospitality field. This study aims to investigate the impact of customer brand identification towards the dimensions of brand equity. This study used exploratory survey method. Furthermore, the samples of this study were obtained from 158 respondents on 3 tour and travel companies. This study used Structural Equation Modeling - Partial Least Square for analyzing the data. The result shows that customer-brand identification has an impact on the dimensions of brand equity. The most dominant result is the perceived quality. The implication of this study should be a serious consideration for the tour and travel companies for increasing the dimensions of brand equity, especially the perceived quality.


Inti Sari :

The previous study shows brand equity has a significant role in a service company, especially in the hospitality field. This study aims to investigate the impact of customer brand identification towards the dimensions of brand equity. This study used exploratory survey method. Furthermore, the samples of this study were obtained from 158 respondents on 3 tour and travel companies. This study used Structural Equation Modeling - Partial Least Square for analyzing the data. The result shows that customer-brand identification has an impact on the dimensions of brand equity. The most dominant result is the perceived quality. The implication of this study should be a serious consideration for the tour and travel companies for increasing the dimensions of brand equity, especially the perceived quality.

     
     
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