TY - GEN
T1 - The effect of brand experience on consumer-based brand equity development in online transportation applications in Indonesia: Mediation of emotional brand attachment
AU - Aruan, Daniel Tumpal Hamonangan
PY - 2022
Y1 - 2022
N2 - The ever-growing popularity of online transportation platforms proves that consumers have personal experiences, which are the starting point for building brand equity in online transportation brands. Given the prominence of online transportation platforms in society, this study aims at analyzing the effect of brand experience on consumer-based brand equity (CBBE) development. An online survey of 300 users of online transportation application services in Indonesia provided data of empirical testing. The results showed an indirect effect of brand experience on consumer-based brand equity. In other words, the brand experience gave a fully mediated effect of emotional brand attachment to build consumer-based brand equity. This study enriches the existing literature on the factors that build brand equity and is expected to provide an overview of online transportation companies to increase their brand equity and obtain information on developing relationships between consumers and brands.
AB - The ever-growing popularity of online transportation platforms proves that consumers have personal experiences, which are the starting point for building brand equity in online transportation brands. Given the prominence of online transportation platforms in society, this study aims at analyzing the effect of brand experience on consumer-based brand equity (CBBE) development. An online survey of 300 users of online transportation application services in Indonesia provided data of empirical testing. The results showed an indirect effect of brand experience on consumer-based brand equity. In other words, the brand experience gave a fully mediated effect of emotional brand attachment to build consumer-based brand equity. This study enriches the existing literature on the factors that build brand equity and is expected to provide an overview of online transportation companies to increase their brand equity and obtain information on developing relationships between consumers and brands.
KW - Brand Experience
KW - Consumer-based Brand Equity
KW - Emotional Brand Attachment
UR - https://www.taylorfrancis.com/chapters/oa-edit/10.1201/9781003295952-69/effect-brand-experience-consumer-based-brand-equity-development-online-transportation-applications-indonesia-mediation-emotional-brand-attachment-tasya-aruan
U2 - 10.1201/9781003295952-69
DO - 10.1201/9781003295952-69
M3 - Conference contribution
BT - Proceedings of the International Seminar of Contemporary Research on Business and Management (ISCRBM 2021)
ER -