How to Survive in Book Store Industry through Strengthening Brand Equity

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Sukmawati, Evita and Ong, Leonnard (2019) How to Survive in Book Store Industry through Strengthening Brand Equity. International Journal of Business Studies, 3 (1). pp. 1-6. ISSN 2580-0132

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Abstract

This study aims to determine the influence of corporate positioning on brand equity. Data were obtained from the result of filling out questionnaires by 200 respondents who were all consumers of Gramedia Book Stores. The data were analyzed descriptively and quantitatively through Structural Equation Modelling (SEM) analysis. The findings revealed that the corporate positioning of the Gramedia Book Stores has a positive and significant effect on consumer brand equity. Further managerial implications are provided. Keywords: Corporate Identity, Brand Image, Structural Equation Modeling

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Research And Community Empowerment > Journals
Depositing User:	Rizky Amalia
Date Deposited:	27 Jan 2020 04:09
Last Modified:	19 Feb 2021 07:30
URI:	http://repository.ipmi.ac.id/id/eprint/627

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