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首页> 外文期刊>Journal of Marketing and Consumer Research >Effect of Brand Equity Dimension on Purchasing Behavior (Case Study: Aroma Bakery and Cake Shop in Medan)
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Effect of Brand Equity Dimension on Purchasing Behavior (Case Study: Aroma Bakery and Cake Shop in Medan)

机译：品牌资产维度对购买行为的影响（案例研究：棉兰的香气面包店和蛋糕店）

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Many of the entrepreneurs of small enterprise continuously strive to overcome their difficulties to grow the business. Out of many entrepreneurs who run the small enterprise, only a few is capable of sustaining and successfully growing their business into medium or even large scale. One of the common pitfalls occur during their business is their incapability of building the brand equity as one of the most important capital to align with their business growth. This strategy, however, is perceived as important because a brand equity represents the value of customer’s trust toward the entrepreneurs and the company’s brands. Aroma Bakery and Cake Shop is taken as a case study of this research which known as a foremost brand of bakery and cake that has been successfully expanding the business from the micro scale to small and become medium and even large scale. They have impressively built their brand equity and strength in a brief time, thus widely accepted by their customers. From only first outlet opened in one of permanent store at a home store (rumah toko) in 2009 to successfully opened 30 outlets in 2015.This research analyzed the influences of the four dimensions of brand equity, which are brand awareness, brand association, perceived quality, and brand loyalty over the purchasing behavior. Moreover, 245 respondents’ data were analyzed by utilizing Structural Equation Modeling (SEM) program as an analytical tool for the sample of this research.This research will test ten hypothesis those have been contributed from the past researches. Eventually, the result of the research suggests that brand awareness significantly influenced brand association, perceived quality, brand loyalty and purchasing behavior. Thus, it is strengthened by the result that brand association has significant influence over the perceived quality and brand loyalty as well as brand loyalty influenced significantly the purchasing behavior. On the other side, consecutively, the research indicates that perceived quality have no influence over or negatively influenced the brand loyalty, and brand association have no influence over or negatively influenced purchasing behavior
机译：许多小型企业的企业家不断努力克服困难，发展业务。在经营小型企业的许多企业家中，只有少数人能够维持并成功地将其业务发展为中型或大型企业。他们在业务中遇到的常见陷阱之一是他们无法建立品牌资产，将其作为与业务增长保持一致的最重要的资本之一。但是，这种策略被认为很重要，因为品牌资产代表着客户对企业家和公司品牌的信任价值。本研究以Aroma Bakery and Cake Shop为案例研究，该公司被称为Bakery和Cake的头号品牌，该公司已成功地将业务从微观规模扩展到了小规模，甚至发展为中型甚至大型。他们在短时间内就建立了强大的品牌资产和实力，因此被客户广泛接受。从2009年在一家家庭商店（rumah toko）的一家永久性商店中仅开设第一家门店到2015年成功开设30家门店。这项研究分析了品牌资产四个维度的影响，即品牌知名度，品牌联想，感知质量和品牌对购买行为的忠诚度。此外，通过使用结构方程模型（SEM）程序作为本研究样本的分析工具，对245名受访者的数据进行了分析。本研究将检验过去研究的十个假设。最终，研究结果表明品牌知名度显着影响了品牌联想，感知质量，品牌忠诚度和购买行为。因此，结果是品牌关联对感知质量和品牌忠诚度具有显着影响，而品牌忠诚度对购买行为也产生了显着影响，这一结果得到了加强。另一方面，研究连续表明，感知质量对品牌忠诚度没有影响或没有负面影响，品牌联想对购买行为没有影响或没有负面影响。

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