Waluyo, Ananda Putri (2024) An Analysis Of The Relationships Between Affection, Activation, Overall Brand Equity, And Brand Awareness In The Food And Beverage Industry. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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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.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | ANANDA PUTRI WALUYO |
| Date Deposited: | 19 Jun 2024 02:58 |
| Last Modified: | 19 Jun 2024 02:58 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12517 |
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