How Spoke Character Influences Brand Equity

DOI

10.2991/aicmar-18.2019.31How to use a DOI?

Keywords

spokes-character; brand awareness/association; perceived quality; brand loyalty; likability; expertise; relevance

Abstract

This research purpose is to to analyze the relevance dimensions of spoke character (likability, expertise, and relevance) and to analyze the influence of spokes-character to brand equity component, that is brand awarenss/association, perceived quality, and brand loyalty for Alfamart Brand in Surabaya Data processing was conducted using IBM SPSS Statistics 22 and Lisrel 8.70 software. The sampling technique that used is non-probability sampling with purposive sampling type. The number of sample in this research is 153 respondents that has qualify the specified characteristics of the population. The result of this research show that likability, expertise, and relevance could reflect spokes-character, there is influence of spokes-character to brand awareness/association and perceived quality, and influence of perceived quality to brand loyalty. Besides that, this research also show that brand awareness/association does not influence brand loyalty.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dudi Anandya
AU  - Monica Engelica Wewengkang
AU  - Indarini
PY  - 2019/02
DA  - 2019/02
TI  - How Spoke Character Influences Brand Equity
BT  - Proceedings of the 5th Annual International Conference on Management Research (AICMaR 2018)
PB  - Atlantis Press
SP  - 144
EP  - 147
SN  - 2352-5428
UR  - https://doi.org/10.2991/aicmar-18.2019.31
DO  - 10.2991/aicmar-18.2019.31
ID  - Anandya2019/02
ER  -