An Analysis of Brand Image Implications to Consumer-Based Brand Equity: An Evidence of A Smartphone Product
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Dec 29, 2024
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Abstract
Companies are competing to maintain their market share and attract new consumers in this digital era. A deep understanding of how brand image influences Costumer Based Brand Equity is very important for companies to design effective marketing strategies. Therefore, this research aims to examine the influence of brand image on customer based brand equity. This research uses a quantitative approach. The respondents' responses indicated that all variable in brand image and CBBE of Samsung Brands in Garut Regency were very good. Furthermore, Brand association is proven to be the strongest indicator in building CBBE and brand loyalty is the least. there is a positive correlation between brand image and customer-based brand equity (CBBE).
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References
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Bakhshizadeh, E., & Aliasghari, H. (2023). Customer-based brand equity and customer behavioral intention: evidence from insurance servisse. Brazilian Journal of Mar-keting. 22(1), 439-468. https://doi.org/10.5585/remark.v22i1.20256.
Hariharan, V G., Desai, K K., Talukdar, D., & Inman, J J. (2018). Shopper Market-ing Moderators of The Brand Equity – Behavioral Loyalty Relationship. Elsevier BV, 85, 91-104. https://doi.org/10.1016/j.jbusres.2017.12.002
Hayati, E., Ramdan, A. M., & Norisanti, N. (2022). Analisis Kepercayaan Merek dalam Memediasi Hubungan Antara Brand Experience dan Brand Loyalty (Survey Pengguna Produk Garnier Skincare di Kota Sukabumi). Management Studies and Entrepreneurship Journal (MSEJ), 3(3).
IDC. (2024). Smartphone Market Insights. Retrieved from https://www.idc.com/promo/smartphone-market-share. 14 August 2024
Kim, E. J., Baloglu, S., & Henthorne, T. L. (2021). Signaling effects of branded amenities on customer-based brand equity. Journal of Hospitality Marketing & Manage-ment, 30(4), 508-527. https://doi.org/10.1080/19368623.2021.1846651.
Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand eq-uity in a new rebranding strategy of a private label brand. Journal of Business Research, 117, 497-507. https://doi.org/10.1016/j.jbusres.2020.06.022.
Romanello, D. L., Freire, O., Quevedo-Silva, F., & Santos, E. B. A. (2020). Brand equity and brand value: proposition and validation of a model. Brazilian Journal of Mar-keting, 19(3), 496-514. https://doi.org/10.5585/remark.v19i3.17261
Sari, ITP., Susilawati, W., and Rauf, MIA. (2022). Micro and Small Enterprises Employ-ee Productivity Analysis in the Post Pandemic Era: The Impact of Motivation and Work Environment. Proceedings of International Conference on Sustainable Col-laboration in Business, Technology, Inforation and Innovation (SCBTII). Bandung: School of Economics and Business, Telkom University. 112-127
Sari, ITP.,, Kurniawan, DA., and Rauf, MIA.,. (2023). "Komparasi Gender dalam Intensi Berwirausaha Mahasiswa Menggunakan Pendekatan Theory of Planned Behav-iour." Fokus Bisnis Media Pengkajian Manajemen Dan Akuntansi, 22(2) 225–237. https://doi.org/10.32639/fokbis.v22i2.737
Sari, ITP., Rismanto, H., Nurbudiwati, Rauf, MIA., and Purnawan,A. (2024). Optimal-isasi Pelayanan Pada UMKM Di Bidang Pariwisata Menggunakan Pendekatan Human Sigma. Dinamika: Jurnal Ilmiah Ilmu Administrasi Negara 11 (2), 498-511. http://dx.doi.org/10.25157/dak.v11i2.15678
Sari, ITP., & Sylvia, E. (2020). The Effect of Brand Trust and Brand Image To-ward University Selection.Almana: Jurnal Manajemen Dan Bisnis,4(3), 362-370.
Sugiyono. (2019). Metode Penelitian Kuatitatif, Kualitatif dan R&D. Alfabeta: Bandung.
Suhud, U., Allan,M., Rahayu, S., and Prihandono, D. (2021). When Brand Image, Per-ceived Price, and Perceived Quality Interplay in Predicting Purchase Intention: Developing a Rhombus Model. (2022). Academic Journal of Interdisciplinary Studies, 11(1), 232. https://doi.org/10.36941/ajis-2022-0021
Wang, S., Liao, Y. K., Wu, W. Y., & Le, K. B. H. (2021). The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions. Sustainability, 13(21), 11975. https://doi.org/10.3390/su132111975.