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Analysis of Brand Equity for Improving Customer Lifetime Value
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| Author:
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INDRIANTY SUDIRMAN, NURDJANAH HAMID, ATHINA SARAY, HARUN ACHMAD, VITALY V. GONCHAROV, IVAN GENNADIEVICH SUBBOTIN
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| Abstract:
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Previous work found that brand equity has contributed the greatest influence compared with value equity and relation equity in public hospitals (Sudirman,2018) against customer lifetime value. However, the significant indicators which formed the measurement of the variables of brand equity in public hospitals are unclear yet. This study is aimed to further investigate the significant indicators measuring brand equity in a public hospital. The population of the study is the residence of Makassar City, South Sulawesi, Indonesia received services from Teaching Hospital of Hasanuddin University. Sample is taken using clustered random sampling. The validity and reliability of measurement variables of brand equity are analysed using confirmatory factor analysis as well as the loading factors. Besides statistical analysis, an in-depth interview is conducted to deepen the understanding of the result. The result shows all indicators are valid and reliable to measure brand equity.
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| Keyword:
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Brand equity; Brand awareness; Perceived quality; Brand association; Brand loyalty
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| EOI:
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| DOI:
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https://doi.org/10.31838/ijpr/2020.12.03.327
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| Download:
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