Distribution in Coworking Space: Exploring Brand Experience and Brand Image on Brand Equity through Brand Loyalty

• 영문명: Distribution in Coworking Space: Exploring Brand Experience and Brand Image on Brand Equity through Brand Loyalty
• 발행기관: 한국유통과학회
• 저자명: Adzra Athira ARIEF Indah PUSPITARINI Farell Giovan ABRAHAMS Ricardo INDRA La MANI
• 간행물 정보: 『유통과학연구(JDS)』제22권 제7호, 13~22쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.07.30

국문 초록

Purpose: This research is a quantitative study aimed at determining the influence of brand experience and brand image on brand equity through brand loyalty in the distribution in Coworking Space industry. Research design, data and methodology: The analytical method employed in this research is Partial Least Squares Structural Equation Modeling (PLS-SEM). The study utilizes a quantitative approach, with data collected through online questionnaires distributed via Google Forms among Coworking Space users. A total of 68 respondents represent the research population.. The data was analyzed using PLS-SEM to examine the relationships between the variables under investigation. Results: The research findings indicate that brand experience significantly affects both brand loyalty and brand equity. Similarly, brand image significantly influences both brand loyalty and brand equity. Additionally, brand loyalty has a significant impact on brand equity Conclusions: The research findings indicate that brand experience has a significant effect on brand loyalty and brand equity. Brand image significantly affects both brand loyalty and brand equity.Additionally, brand loyalty significantly influences brand equity.

목차

1. Introduction

2. Literature Review

3. Research Methods

4. Results and Discussion

5. Conclusions

References

키워드

Brand Experience Brand Image Brand Loyalty Brand Equity Coworking Space