Gunawan, Gloria Herliana (2021) The influence of brand experiences on consumer-based brand equity of luxury brand Apple in Indonesia. Bachelor thesis, Universitas Pelita Harapan.
![[img]](http://repository.uph.edu/style/images/fileicons/text.png) |
Text (Title)
Title.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (651kB) |
|
|
Text (Abstract)
Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (95kB) | Preview |
|
|
Text (ToC)
ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview |
|
|
Text (Chapter1)
Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview |
|
|
Text (Chapter2)
Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) |
|
|
Text (Chapter3)
Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB) |
|
|
Text (Chapter4)
Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (5MB) |
|
|
Text (Chapter5)
Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (815kB) |
|
|
Text (Bibliography)
Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview |
|
|
Text (Appendices)
Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB) |
Abstract
The purpose of this research is to better understand the relationship between brand experiences (sensory, emotive, and intellectual) and brand equity (loyalty, perceived quality, and brand awareness/brand associations). The context for this study is worldwide luxury brands, notably the Apple brand. The findings indicated that sensory experiences had an effect on all elements of brand equity. Meanwhile, emotional experiences have an effect on brand equity. Additionally, intellectual experiences have an effect on brand equity. Finally, this research adds to the worldwide marketing of luxury brand management strategies in developing regions by increasing the desirability of luxury brands via creation of value through brand experiences.
| Item Type: | Thesis (Bachelor) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Creators: |
|
||||||||
| Contributors: |
|
||||||||
| Uncontrolled Keywords: | Brand experiences; Sensory experiences; Affective experiences; Intellectual experiences; Brand loyalty; Perceived quality; Brand awareness; Brand associations; Luxury brand; Indonesia | ||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
||||||||
| Depositing User: | Users 14557 not found. | ||||||||
| Date Deposited: | 04 Jan 2022 04:38 | ||||||||
| Last Modified: | 02 Mar 2022 05:43 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/43902 |
Actions (login required)
 |
View Item |
