ANTECEDENTS OF BRAND EQUITY

This study intends to examine the effects of brand association, brand loyalty, brand awareness, brand image, and country-of-origin image on brand equity in Zara, Pull and Bear, H&M, and Uniqlo brands. To collect samples, a non-probability method was utilized with a purposive sampling technique,...

Full description

Bibliographic Details
Published in:Manajemen Bisnis
Main Authors: Andina Seliani, Luki Adiati Pratomo
Format: Article
Language:English
Published: Universitas Muhammadiyah Malang 2020-04-01
Subjects:
brand association, brand loyalty, brand awareness, brand image, country-of-origin image, brand equity.
Online Access:http://ejournal.umm.ac.id/index.php/jmb/article/view/11827

Internet

http://ejournal.umm.ac.id/index.php/jmb/article/view/11827

Similar Items