Building A Consumer-Based Brand Equity Through Brand Personality In E-Commerce

Kabul Trifiyanto (), Wahyuni Windasari () and Tuti Zakiyah ()

Agregat: Jurnal Ekonomi dan Bisnis, 2021, vol. 5, issue 1, 128-140

Abstract: This study assesses the impact of the CBBE antecedent instrument of cognitive (internal consumer) and marketing (external) factors on the formation of brand equity through brand personality in e-commerce companies. The study was conducted with a quantitative approach by distributing questionnaires as many as 153 respondents who are active users and have frequently made purchases through e-commerce in Indonesia which are then processed using SPSS 25. The results of the study indicate that cognitive antecedents have a positive effect on brand personality and brand equity. Marketing antecedents in e-commerce companies in Indonesia have no effect on brand equity but have an influence on brand personality. Brand personality is proven to be able to partially mediate cognitive factors and fully mediate marketing factors on brand equity. This research provides the latest contribution to the development of a digital industry strategy to build brand equity in ecommerce companies, especially through brand personality

Keywords: Cognitive Factors; Marketing Factors; Brand Personality; Brand Equity (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journal.uhamka.ac.id/index.php/agregat/article/view/6622 (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:apn:agregt:v:5:y:2021:i:1:p:128-140:id:6622

Access Statistics for this article

Agregat: Jurnal Ekonomi dan Bisnis is currently edited by Edi Setiawan

More articles in Agregat: Jurnal Ekonomi dan Bisnis from Universitas Muhammadiyah Prof. DR HAMKA.
Bibliographic data for series maintained by Susilo ().