ANALISA PENGARUH COUNTRY OF ORIGIN IMAGE DAN BRAND EQUITY DIMENSIONS TERHADAP BRAND EQUITY
DOI:
https://doi.org/10.19166/%25JAMI%256%252%252022%25Abstract
The main objective of this study is to examine how the country of origin image can influence the brand equity.This study aims to analyze the relationship between variables Country of origin image, brand equity dimensions that consisting Brand Distinctiveness, Brand Loyalty, and Brand Awareness to the Brand Equity.
               This Research was conducted with worker and college student who using smartphone in batam. Data was collected by distributing questionnaire to 300 respondent directly. The data processing using Structural Equation Model ( SEM ) Smart PLS (Partial Least Square) 3.0. Program.
               The result showed intervening variables Country of origin image, brand equity dimensions that consisting Brand Distinctiveness, Brand Loyalty, dan Brand Awareness have a significant effect on Brand Equity
References
Reha Saydan, “Relationship between Country of Origin Image and Brand Equity Ampirical Evidance in England Market,†International Journal of Business and SOcial Sciences 4, no. 3 (2013): 78–89.
Arash Shahin, Ali Kazemi, and Hamzeh Kazemi Mahyari, “How Consumer’s Perception of Country of Origin Affects Brand Equity: A Case Study in Iran,†Middle-East Journal of Scientific Research 12, no. 6 (2012): 878–85, doi:10.5829/idosi.mejsr.2012.12.6.1755.
Norjaya Mohd Yasin, Mohd Nasser Noor, and Osman Mohamad, “Does Image of Country-of-Origin Matter to Brand Equity?,†Journal of Product & Brand Management 16, no. 1 (2007): 38–48, doi:10.1108/10610420710731142.
Ravi Pappu, Pascale G. Quester, and Ray W. Cooksey, “Consumer-Based Brand Equity and Country-of-Origin Relationships: Some Empirical Evidence,†European Journal of Marketing 40, no. 5/6 (2006): 696–717, doi:10.1108/03090560610657903.
Boonghee Yoo and Naveen Donthu, “Testing Cross-Cultural Invariance of the Brand Equity Creation Process,†Journal of Product & Brand Management 11, no. 6 (2006): 380–98, doi:10.1108/10610420210445505.
Shamindra Nath Sanyal and Saroj Kumar Datta, “The Effect of Country of Origin on Brand Equity: An Empirical Study on Generic Drugs,†Journal of Product & Brand Management 20, no. 2 (2011): 130–40, doi:10.1108/10610421111121125.
Hadi Moradi and Azim Zarei, “Creating Consumer-Based Brand Equity for Young Iranian Consumers via Country of Origin Sub-Components Effects,†Asia Pacific Journal of Marketing and Logistics 24, no. 3 (2012): 394–413, doi:10.1108/13555851211237885.
Downloads
Published
Issue
Section
License
JAMI has CC-BY-SA or an equivalent license as the optimal license for the publication, distribution, use, and reuse of scholarly work.
An author who publishes in Journal of Accounting and Management Innovation agrees to the following terms:
1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-BY-SA 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3) Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website). The final published PDF should be used and bibliographic details that credit the publication in this journal should be included.
ÂÂ