Influence of Brand Identity And Perceived Value on Brand Awareness, Value Congruity, Desires to try and Its Impact on The Consumer Response of Masako Products In East Jawa

Riyadi, Slamet (2019) Influence of Brand Identity And Perceived Value on Brand Awareness, Value Congruity, Desires to try and Its Impact on The Consumer Response of Masako Products In East Jawa. IOSR Journal of Business and Management, 21 (12). pp. 90-96. ISSN 2319-7668

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Abstract

The purpose of this study was to determine the effect of brand identification and perceived value on brand awareness, conformity value and a willingness to try and its impact on consumer response to Masako products in East Java. For this purpose a model is offered. Using SEM on 391 respondents. Model testing shows the model (fit). Research results: Brand identification influences brand awareness and conformity values; Perceived value influences brand awareness and conformity value; Brand awareness affects the value of conformity, willingness to try, and consumer response; The suitability value has no significant effect on consumer response; The desire to try to influence consumer response. Given the amount of perceived value, and brand awareness of consumer response, management should increase perceived value, and brand awareness of Masako cooking spices, by carrying out the brand awareness process that the brand is designed to meet consumer needs

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