Educational Background on Product Knowledge: Antecedents Consumer Based Brand Equity
The Undergraduate Student Perspective
- 10.2991/assehr.k.210212.085How to use a DOI?
- emotional brand attachment, brand credibility, consumer satisfaction, consumer based brand equity
The objective of the empirical study is to analyze antecedents from consumer-based brand equity. The data collection method used was a questionnaire with a purposive sampling technique to 317 undergraduate students who had experience consuming fast-food restaurant products. They had the frequency of purchasing fast food restaurant products for McDonald’s, KFC, Burger King, Pizza Hut, and A&W in the last six months and minimal purchases two times at selected fast-food restaurants and using social media such as YouTube, WhatsApp, Facebook, Instagram, line, and Twitter. The data analysis tool used was the Structural Equation Model (SEM) via AMOS and SPSS program, while the reliability test was Cronbach’s alpha. The result shows that emotional brand attachment has a positive effect on brand credibility; emotional brand attachment positively impacts consumer satisfaction. The emotional brand attachment has no impact on consumer-based brand equity. Brand credibility positively impacts consumer-based brand equity, and consumer satisfaction positively impacts consumer-based brand equity. In this research, managerial implication makes product development innovations, provides new products, provides honest work, and provides a new menu.
- © 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 - Kurniawati AU - Irlan Bundi Setiawan PY - 2021 DA - 2021/02/12 TI - Educational Background on Product Knowledge: Antecedents Consumer Based Brand Equity BT - Proceedings of the 4th International Conference on Research of Educational Administration and Management (ICREAM 2020) PB - Atlantis Press SP - 403 EP - 407 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210212.085 DO - 10.2991/assehr.k.210212.085 ID - 2021 ER -