The Influence of Personal Brand Trust on Community Leaders Who Are Also Entre-preneurs in DKI Jakarta on Overall Brand Equity
DOI:
https://doi.org/10.35384/jime.v14i2.278Keywords:
Personal Brand Trust, Brand Awareness, Perceived Quality, Brand Loyalty, Overall Brand Eq-uity, Entrepreneur, Partial Least SquareAbstract
This study aimed to investigate Personal Brand Trust in Famous Entrepreneurs in DKI Jakarta and its im-pact to Brand Awareness, Perceived Quality, Brand Loyalty and Overall Brand Equity. By Quantitatif Analysis through a questionnaire, the sample in this study were taken by using the data collection method called random sampling. The number of samples that used were 159 respondents. The data obtained were analyzed by using PLS analysis technique (Partial Least Square) through the PLS software. The results showed that Personal Brand Trust directly and positively related to Brand Awareness, Brand Loyalty and Perceived Quality. Furthermore, Brand Awareness & Brand Loyalty has positive effect on Overall Brand Equity.The result of this research also shows that Perceived Quality does not have a positive effect on Overall Brand Equity.Downloads
References
Ambady, N., Hallahan, M., & Rosenthal, R. (1995). On judging and being judged accurately in zero-acquaintance situations. Journal of Per-sonality and Social Psychology, 69(3), 518.
Asacker, T. (2013). The Seven Wonders of Brand-ing. Forbes. com. Retrieved June, 14.
Cotte, J., Chowdhury, T. G., Ratneshwar, S., & Ricci, L. M. (2006). Pleasure or utility? Time planning style and Web usage behaviors. Journal of interactive marketing, 20(1), 45-57.
DeMers, J. (2013). The top 7 social media market-ing trends that will dominate 2014. Retrieved January, 28, 2014.
Holland, J., & Menzel Baker, S. (2001). Customer participation in creating site brand loyalty. Journal of Interactive Marketing, 15(4), 34-45.
Kaputa, C. (2005). UR a brand: how smart people brand themselves for business success. Da-vies-Black Publishing.
Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online personal branding: processes, challenges, and implications. Journal of In-teractive Marketing, 25(1), 37-50.
Lampel, J., & Bhalla, A. (2007). The role of status seeking in online communities: Giving the gift of experience. Journal of Computerâ€Mediated Communication, 12(2), 434-455.
Miceli, G., Ricotta, F., & Costabile, M. (2007). Customizing customization: A conceptual framework for interactive personalization. Journal of interactive marketing, 21(2), 6-25.
Schau, H. J., & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of consumer research, 30(3), 385-404.
Schmidt, E., & Cohen, J. (2013). The new digital age: Reshaping the future of people, nations and business. Hachette UK.
Schwabel, D. (2009). Me 2.0: A powerful way to achieve brand success.
Sheehy, K., Ferguson, R., & Clough, G. (2010). Virtual Worlds: controversies at the frontier of education. Nova Science Publishers.
Shepherd, I. D. (2005). From cattle and coke to Charlie: Meeting the challenge of self mar-keting and personal branding. Journal of Marketing Management, 21(5-6), 589-606.
Solove, D. J. (2007). The future of reputation: Gos-sip, rumor, and privacy on the Internet. Yale University Press
Downloads
Published
Issue
Section
Abstract Views: 151
| 
File Downloads: 126
