How to improve brand image: The role of customer attitude, brand familiarity, brand awareness, and brand extension

Yazid Yazid () and Helmidhia Kawiryan ()

Asian Management and Business Review, 2023, vol. 3, issue 2, 199-209

Abstract: This article is a publication of a research finding aimed to determine the influence of customer attitude, brand familiarity, brand awareness, and brand extension toward brand image (study case using toothpaste brand XYZ). Brand image is one of the key factors of brand managemrnt to stay survive in the future, to win the competition, to increase sales, and therefore increasing revenue. When consumers buy a products or services, they not just buy the products or services, they also buy what the brand stand for. It means that a brand should convey exactly what producers want it to say. Results of data analysis show that all of the independent variables contribute positive significant, both simultaneously and individually, influence on brand image, which, among the four independent variables, brand familiarity contributes the biggest positive significant influence on brand image. The implications of the findings will be discussed.

Keywords: Customer attitude; Brand familiarity; Brand awareness; Brand extension; Brand image (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://journal.uii.ac.id/AMBR/article/view/27797 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:uii:jrambr:v:3:y:2023:i:2:p:199-209:id:27797

Access Statistics for this article

More articles in Asian Management and Business Review from Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia
Bibliographic data for series maintained by Ana Yuliani ().