Customer-Based Brand Equity in an Education Event
- 10.2991/assehr.k.210531.060How to use a DOI?
- Customer-Based Brand Equity, Event Brand Image, Event Brand Quality, Event Brand Value, Event Brand Loyalty
This study investigates the relationship between dimensions that exist in the customer-based brand equity (CBBE) concept in the context of an educational event, as well as to examine the relationship between event brand value and event brand loyalty, which is debated in the previous literature. In total, 298 participants completed questionnaires, which are used to assess the four dimensions of CBBE. Within the use of path analysis technique, the six hypothesis statements are supported statistically, and event brand loyalty (EBL) is proven to be directly affected by event brand value (EBV). Moreover, event brand quality (EBQ) is found to have the strongest influence to the EBL dimension, which is different with the findings of previous empirical studies that conclude event brand image (EBI) is the most predominant dimension affecting EBL.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Elgine Harits AU - Reny Yuliati PY - 2021 DA - 2021/05/31 TI - Customer-Based Brand Equity in an Education Event BT - Proceedings of the Asia-Pacific Research in Social Sciences and Humanities Universitas Indonesia Conference (APRISH 2019) PB - Atlantis Press SP - 469 EP - 475 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210531.060 DO - 10.2991/assehr.k.210531.060 ID - Harits2021 ER -