The Effect of brand awareness towards brand equity with case study: Bebek Tepi Sawah Bali Jakarta
Brand awareness in the restaurant industry is essential especially for its continuity. This study tries to analyse the brand awareness and brand equity of the famous restaurant from Ubud, Bali called Bebek Tepi Sawah. The brand awareness of Bebek Tepi Sawah as Balinese authentic restaurant and the influence of its brand awareness on overall brand equity are still unknown. Therefore, a conceptual framework, which is the relationship between the brand awareness and brand equity from Keller's Theory, is introduced to identify. Thus, SPSS program has been used to analyze. It results that Bebek Tepi Sawah has strong brand awareness as authentic Balinese restaurant and brand awareness of Bebek Tepi Sawah has a significant positive effect to their brand equity.
B01537 | (Rack Thesis) | Available but not for loan - Missing |
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