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Full-Text Articles in Business
Pengaruh Aktivitas Social Media Marketing Terhadap Brand Trust, Brand Equity, Dan Brand Loyalty Pada Platform Social Media Instagram, Alfian Dally Irawan, Aswin Hadisumarto
Pengaruh Aktivitas Social Media Marketing Terhadap Brand Trust, Brand Equity, Dan Brand Loyalty Pada Platform Social Media Instagram, Alfian Dally Irawan, Aswin Hadisumarto
Jurnal Manajemen dan Usahawan Indonesia
This study aims to determine the effect of social media marketing activities as seen from the dimen- sions of entertainment, interaction, trendiness, customization, and word-of-mouth, on brand trust, brand equity and brand loyalty conducted by Instagram social media. The study uses the Structural Equation Modeling (SEM) method with a sample of 617 respondents who are Indonesian residents ranging in age from 17 to 35 years and have used Instagram social media for a minimum of six months. The results showed that social media marketing activities viewed based on entertainment, interaction, trendiness, customization, and word-of-mouth had a positive effect on brand …
Is There A Roi For Being Ethical? The Impact Of Consumer Perceived Ethicality On Brand Equity, Arwen L. Matos-Wood
Is There A Roi For Being Ethical? The Impact Of Consumer Perceived Ethicality On Brand Equity, Arwen L. Matos-Wood
Association of Marketing Theory and Practice Proceedings 2020
Companies are increasingly focused on their environment and their impact on various stakeholders due to competitive and societal pressures. As their responsibilities expand, there is a risk to their reputation as well as their long term growth and profitability. As these pressures to be good stewards increase, companies are looking to better understand the impact on key metrics and key stakeholders. The purpose of this proposal is to study the effect of consumer perceived ethicality of a brand on brand equity at a corporate brand level.