Customer-Based Brand Equity in an Education Event

DOI

10.2991/assehr.k.210531.060How to use a DOI?

Keywords

Customer-Based Brand Equity, Event Brand Image, Event Brand Quality, Event Brand Value, Event Brand Loyalty

Abstract

This study investigates the relationship between dimensions that exist in the customer-based brand equity (CBBE) concept in the context of an educational event, as well as to examine the relationship between event brand value and event brand loyalty, which is debated in the previous literature. In total, 298 participants completed questionnaires, which are used to assess the four dimensions of CBBE. Within the use of path analysis technique, the six hypothesis statements are supported statistically, and event brand loyalty (EBL) is proven to be directly affected by event brand value (EBV). Moreover, event brand quality (EBQ) is found to have the strongest influence to the EBL dimension, which is different with the findings of previous empirical studies that conclude event brand image (EBI) is the most predominant dimension affecting EBL.

Copyright

© 2021, 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  - Elgine Harits
AU  - Reny Yuliati
PY  - 2021
DA  - 2021/05/31
TI  - Customer-Based Brand Equity in an Education Event
BT  - Proceedings of the Asia-Pacific Research in Social Sciences and Humanities Universitas Indonesia Conference (APRISH 2019)
PB  - Atlantis Press
SP  - 469
EP  - 475
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210531.060
DO  - 10.2991/assehr.k.210531.060
ID  - Harits2021
ER  -