Over time, scholars have argued that consumer-based brand equity (CBBE) models are less suitable for service-dominant brands, mainly because the role of customer experience with services is often disregarded. Also, absence two essential components, consistency and perceived value, signals a lack depth in creating service equity. To address these gaps, we examine service-branding theory by conce...

The pandemic has opened the opportunity for local skincare brands to launch their variants in social media. proliferation of communication about and its media provides consumers with sufficient even overload information make purchase decision. from preferred brand also other might create confusion among have impact intention skin care Indonesia. Using TPB theory dimensions equity as antecedent ...

This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...

As consumers are getting better at avoiding the traditional marketing campaigns companies are using, it has become crucial for companies to differentiate their marketing. One way of doing this is to use guerrilla marketing, a marketing type more extreme, innovative and attention capturing than traditional marketing. The purpose of this thesis is to explore how the use of guerrilla marketing aff...

The goal of this study was to examine the relationship between brand awareness, association, perceived quality, and loyalty consumer preference, as well purchase intention. Additionally, it examined preference interest in purchasing an intervention variable. research conducted purposefully from November December 2022. Data sources were obtained through online survey results (primary data) liter...

Companies are striving to minimize environmental impact through sustainable business practices. Consumers have become more aware of environmental issues and many companies have recognized the relevance of green marketing in gaining competitive advantage. As a part of green marketing strategy, companies are developing green brands. This paper focuses on the effect of consumer’s concern for envir...