Antecedents and Consequences of Brand Image: A Case of a Packaged Drinking Water Product


Problem in this research was the importance of examining the positive effect of independent variables on brand image and the positive effect of brand image on the dependent variable. This research used hypothesis testing methodology. The data was obtained from questionnaire of which the number of variables was 10 items, the number of indicators was 41 items, and the number of respondents selected was 200 people. This empirical research used Structural Equation Modeling (SEM) for the data analysis. The findings in this research were: (1) there was positive influence of brand awareness, excitement, and perceived quality toward the AQUA brand image as a Packaged Drinking Water product, and (2) there was positive influence of the AQUA brand image as Packaged Drinking Water product toward brand trust, brand loyalty, brand love, and word of mouth (WOM).



Keywords: brand image, brand association, brand trust, brand loyalty, purchase behavior

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