During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this article, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such ...

Social Media Influencer Marketing or KOL (Key Opinion Leader) is a promotional tool for brand to hire the services of well-known celebrities community leaders promote their products and services. The influence influencers on purchasing decisions today enormous. So in this case research aims see effect relationship between variables purchase intention with influencer object being Natasha Surya a...

Background. The brand equity is raised as one key subject in founding the value creation for the brand. Nowadays, the sports managers are searching for creating a very powerful brand and favorable for their own organizations obtaining one long term and highlighting the consumers’ athletic experiences and the continuous relationship with them. Objectives. The purpose of this study was to focus ...

Tujuan dari penelitian ini adalah meneliti pengaruh marketing mix, e-wom serta brand awareness terhadap minat beli produk Mixue. Populasi Ini masyarakat Kota Batam yang merupakan konsumen Penelitian bersifat kuantitatif. Data primer dikumpulkan dengan menyebarkan kuesioner menggunakan metode non-probability sampling jenis purposive sampling. Hasil menunjukkan bahwa terdapat signifikan pada prod...

The back to nature trend is in great demand by various groups Indonesia, especially choosing products, tumblers. purpose of this study determine and analyze purchase intention on green tumbler products the pandemic era. This research was conducted city Bandung. method uses quantitative methods with descriptive verification analysis. population number samples 100 respondents, sampling using simp...

Iran's apparel market is currently filled with foreign brands that are generally ranked as high quality goods with high prices. With a surface examination of the apparel market and customers’ opinions, it can be concluded that Iranian apparel, despite having lower prices, is not in a suitable status in comparison with its foreign counterparts. Accordingly, the purpose of this paper is to ...

With the high penetration of Internet, consumers now can share their consumption experience online. Word-of-mouths (WOMs) are now an important information source to get product and service information before making purchase decision. However, not all consumers tend to share their own consumption experience online, the question then arises about which kinds of consumers will share WOMs online. T...

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...