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

共 50 条

[21] COGNITIVE, EXPERIENTIAL, AND MARKETING FACTORS MEDIATE THE EFFECT OF BRAND PERSONALITY ON BRAND EQUITY
Liao, Ying-Kai
Wu, Wann-Yih
Rivas, Adriana A. Amaya
Ju, Teresa Lin
[J]. SOCIAL BEHAVIOR AND PERSONALITY, 2017, 45 (01): : 1 - 18
[22] How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?
Datta, Hannes
Ailawadi, Kusum L.
van Heerde, Harald J.
[J]. JOURNAL OF MARKETING, 2017, 81 (03) : 1 - 20
[23] The Effect of Marketing Mix toward Brand Equity at Higher Education Institutions: A Case Study in BINUS Online Learning Jakarta
Prabowo, Hartiwi
Sriwidadi, Teguh
[J]. PERTANIKA JOURNAL OF SOCIAL SCIENCE AND HUMANITIES, 2019, 27 (03): : 1609 - 1616
[24] Brand management and the marketing mix model
Cain P.M.
[J]. Journal of Marketing Analytics, 2014, 2 (1) : 33 - 42
[25] Correlations between the country of origin (COO), marketing mix elements and the brand value
Vukasovic, T.
[J]. WORLDS POULTRY SCIENCE JOURNAL, 2012, 68 (04) : 627 - 636
[26] The Value of Brand Equity
Budac, Camelia
Baltador, Lia
[J]. INTERNATIONAL ECONOMIC CONFERENCE OF SIBIU 2013 POST CRISIS ECONOMY: CHALLENGES AND OPPORTUNITIES, IECS 2013, 2013, 6 : 444 - 448
[27] The impact of green marketing mix elements on green customer based brand equity in an emerging market
Nguyen-Viet, Bang
[J]. ASIA-PACIFIC JOURNAL OF BUSINESS ADMINISTRATION, 2023, 15 (01) : 96 - 116
[28] Separation of Brand Equity and Brand Value
Tiwari, Munish Kumar
[J]. GLOBAL BUSINESS REVIEW, 2010, 11 (03) : 421 - 434
[29] Marketing assets: Relating brand equity and customer equity
Romero, Jaime
Yague, Maria J.
[J]. INTANGIBLE CAPITAL, 2016, 12 (02) : 591 - 618
[30] Students' perceived risk and investment intention: the effect of brand equity
Washington, Macias
Shirley, Espinoza
Lisset, Gutierrez
Regina, Rodriguez
[J]. MANAGEMENT & MARKETING-CHALLENGES FOR THE KNOWLEDGE SOCIETY, 2015, 10 (03): : 208 - 225

← 1 2 3 4 5 →