Abstract
<p><em>The objective of this study is to examine and analyze the effect of brand logo identification, overall brand logo benefit toward customer loyalty through trust and commitment of Global System for Mobile </em>(GSM) <em>cellular operatorconsumers</em>.<em> The samples being used in this study is 200 respondents. The data collection method being used by this study is purposive sampling</em>. <em>The testing is conducted by using Structuctural Equation Model </em>(SEM) <em>analysis method</em>. <em>The findings of this study are</em>: (1) <em>endorser credibility identification has positive effect toward brand equity</em>, (2) <em>endorser credibility benefit has positive effect toward self-brand connection</em> (3) <em>self-brand connection has positive effect toward brand equity.</em></p>
Highlights
The objective of this study is to examine and analyze the effect of brand logo identification, overall brand logo benefit toward customer loyalty through trust and commitment of Global System for Mobile (GSM) cellular operatorconsumers
The data collection method being used by this study is purposive sampling
The testing is conducted by using Structuctural Equation Model (SEM) analysis method
Summary
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh endorser credibiliyt terhadap brand equity melalui self-brand connection pada produk olahraga Nike. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden dan dikumpulkan dengan metode purposive sampling.Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) endorser credibility berpengaruh positif terhadap brand equity, (2) endorser endorser berpengaruh positif terhadap self-brand connection, (3) self-brand connection berpengaruh positif terhadap brand equity
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