Customer Based Brand Equity (CBBE) in Logistics Courier Company in Indonesia
Dani Leonidas Sumarna, Ratih Hurriyati, M.Adib Sultan
School of Postgraduate Studies, Universitas Pendidikan Indonesia, Bandung
Abstract
The purpose of this study is to determine the correlation of Brand Factor to Customer-Based Brand Equity from logistics courier company in Indonesia. This research is going to use partial least square (PLS) with sample data is obtained through online survey of 100 respondents who have experience with online shopping in Indonesia. This study indicates positive relationship between perceive value to customer-based brand equity; positive relationship between brand loyalty with customer-based brand equity; and positive relationship between brand awareness/ association with customer-based brand equity.
Keywords: Brand Factor, Customer-Based Brand Equity, logistic courier.
Topic: Marketing Management