INTRODUCTIONEmpirical research has

INTRODUCTION
Empirical research has consistently demonstrated a significant and positive relationship
between brand equity and desirable organisational outcomes such as return on investment,
brand extension opportunities, more effective organisational communication, and increased
levels of consumer preference and purchase intentions (Madden, Fehle & Fournier, 2006;
Yeung & Ramasamy, 2008). The greater majority of the brand equity literature is based on
quantitative measures of the concept's definitional tenets, the strengths of the relationship
between these tenets and desired organisational outcomes, and models of its functionality
(see Buil, de Chernatony & Marinez, 2008; Yeung & Ramasamy, 2008).
More recently, however, there have been calls in the literature for researchers to go
beyond identifying the benefits of effective brand equity management to explore how brand
equity is constructed as a strategic organisational process, and to consider how its use may be
moderated by national/cultural differences (Banerjee, 2008; Broyles, Schumann &
LITERATURE REVIEW
Brand equity has received considerable academic attention since it was first
conceptualised in the early to mid-1990s (Eagle, Kitchen, Rose & Moyle, 2003; Pappu &
Quester, 2008). According to Aaker (1991, 1996), the concept of brand equity comprises four
main components:
• brand awareness which refers to the level of target customers' familiarity with a brand
name within a given market and/or for a specific need;

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PENDAHULUAN
Penelitian empiris telah secara konsisten menunjukkan hubungan yang signifikan dan positif
antara ekuitas merek dan hasil organisasi yang diinginkan seperti laba atas investasi,
peluang perluasan merek, komunikasi organisasi lebih efektif, dan meningkatkan
tingkat preferensi konsumen dan niat beli (Madden, Fehle & Fournier 2006 ;
Yeung & Ramasamy, 2008). Sebagian besar dari literatur ekuitas merek didasarkan pada
ukuran kuantitatif dari ajaran definisi konsep ini, kekuatan hubungan
antara prinsip ini dan hasil organisasi yang diinginkan, dan model dari fungsinya
(lihat Buil, de Chernatony & Marinez, 2008; Yeung & Ramasamy, 2008).
Baru-baru ini, panggilan Namun, telah ada dalam literatur bagi peneliti untuk pergi
melampaui mengidentifikasi manfaat manajemen ekuitas merek yang efektif untuk mengeksplorasi bagaimana brand
equity dibangun sebagai proses organisasi strategis, dan untuk mempertimbangkan bagaimana penggunaannya mungkin akan
dimoderatori oleh / perbedaan budaya nasional (Banerjee, 2008; Broyles, Schumann &
TINJAUAN PUSTAKA
Merek ekuitas telah mendapat perhatian akademis yang cukup sejak pertama kali
dikonseptualisasikan pada awal hingga pertengahan 1990-an (Eagle, Kitchen, Rose & Moyle, 2003; Pappu &
. Quester, 2008) Menurut Aaker (1991, 1996), konsep ekuitas merek terdiri dari empat
komponen utama:
• kesadaran merek yang mengacu pada tingkat keakraban target pelanggan 'dengan merek
nama dalam pasar tertentu dan / atau untuk kebutuhan khusus;