The Effect of Brand Equity and Perceived Value to Marketing Mix

被引：0

作者：

Jaya, Faransyah ^{[1
]}

Arief, Muhtosim ^{[1
]}

Heriyati, Pantri ^{[1
]}

Budiastuti, Dyah ^{[1
]}

机构：

[1] Bina Nusantara Univ, BINUS Business Sch, Dept Management, Jakarta 11530, Indonesia

来源：

PERTANIKA JOURNAL OF SOCIAL SCIENCE AND HUMANITIES | 2019年 / 27卷

关键词：

Brand equity; Indonesia film viewers; marketing mix; perceived value;

D O I：

暂无

中图分类号：

C [社会科学总论];

学科分类号：

03 ; 0303 ;

摘要：

This paper aims primarily at examining the effect of brand equity and perceived value on marketing mix. The paper is written based on empirical survey with the active participations of 256 respondents who are considered as film viewers in Indonesia. Based on structural model testing with Structural Equation Modeling, one of major findings revealed from this study showed that brand equity and perceived value had significant and positive effect on marketing mix. The finding implies that it is crucial for the Indonesian film production companies to collaborate these variables to enable attracting film viewers to cinema.

引用

页码：1 / 10

页数：10

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