An Analysis Of The Relationships Between Affection, Activation, Overall Brand Equity, And Brand Awareness In The Food And Beverage Industry
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Waluyo, Ananda Putri
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-06-19 02:58:37
Abstract :
The food and beverage industry is a sector that deals with highly demanded products. The aim of this study is to examine how the presence of affection influences activation and further, both the overall brand equity and brand awareness. In addition, this study examines activation acting as a mediation factor in the relationship between affection and overall brand equity as well as between affection and brand awareness. There were 202 respondents who had purchased Excelso products participating in this study. The data was analyzed with a structural equation modeling. The findings of this research show affection influences activation and, further, both overall brand equity and brand awareness. In addition, activation mediates the relationship between affection and overall brand equity and between affection and brand awareness.
The food and beverage industry is a sector that deals with highly demanded products. The aim of this study is to examine how the presence of affection influences activation and further, both the overall brand equity and brand awareness. In addition, this study examines activation acting as a mediation factor in the relationship between affection and overall brand equity as well as between affection and brand awareness. There were 202 respondents who had purchased Excelso products participating in this study. The data was analyzed with a structural equation modeling. The findings of this research show affection influences activation and, further, both overall brand equity and brand awareness. In addition, activation mediates the relationship between affection and overall brand equity and between affection and brand awareness.
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