GAMBARAN BRAND EXPERIENCE DAN CUSTOMER-BASED BRAND EQUITY PADA SITUS WEDDING MARKETPLACE BRIDESTORY DI INDONESIA INDONESIA

Relationships among Brand Experience, Brand Personality, And Customer Experiential Value

The purpose of this study is to evaluate the relationships among brand experience, brand personality, and customer experiential value. Understanding these relationships is helpful to managers in their assessment of the level of appeal that will influence target consumers’ perception of brand personality, as well as their brand experience. An empirical survey conducted with 270 real consumers in...

Designing the Model of Factors Affecting the Customer Based Brand Equity on Brand Performance in the Cosmetics Market

Over the past few years, many organizations have come to believe that the brand of their products and services is one of their most valuable assets. Therefore, it must be said that the brand is an asset that has a significant part of the value of the property of institutions and organizations. In this research, the building brand equity (BBE) from the customer's perspective and brand market per...

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Customer-based brand equity: Insights from consumer neuroscience

This review describes how insights from cognitive and behavioral neurosciences are helping to organize and interpret the relationship between consumers and brands. Two components of brand equity—consumer brand knowledge and consumer responses—are discussed. First, it is argued that consumer brand knowledge consists of multiple forms of memories that are encoded in the brain, including well-esta...

Measuring Customer Based Brand Equity in Hotel Industry of Pakistan

Hotel industry of Pakistan has contributed significantly to Pakistan’s national revenue. The current study focuses on measuring two dimensions of customer-based-brand-equity i.e. brand loyalty and brand image, and, factors of perceived value of the visitors in Pakistan’s hotel industry. Brands are valuable assets that add economic and strategic value for its proprietors which can be achieved th...