Antecedents and consequence of brand management: empirical study of Apple’s brand product

Abstract

Purpose

This paper aims to investigate the relevance of each variable such as brand attitude, brand awareness, brand visibility (BV), brand integrity (BI), brand reputation and brand performance through direct and intervening testing, so that the research has theoretical implications for the development of modern marketing science while having managerial implications for Apple product companies through model development what has been done by Pantea Foroudi.

Design/methodology/approach

This research is the development of Pantea Foroudi’s research. The original side of this study adds BI variables and BV as an intervening variable. The research analysis method uses partial least square, which is the process with Smart-PLS Software. The sampling method uses purposive random sampling with data collection using e-survey. This study also involved 395 samples of apple product brands in Makassar, Indonesia. This research was conduct from March to October 2018.

Findings

The 14 line analysis that the authors submitted, both tests were carried out directly or intervening. A total of 11 predictions stated significant influence while BV and brand awareness did not affect the brand reputation. Brand awareness also does not affect brand performance by making brand reputation an intervening variable.

Originality/value

The original side of the research adds a variable that is considered very important, namely, BI and BV.

Citation

Razak, M., Hidayat, M., Launtu, A., Kusuma Putra, A.H.P.A. and Bahasoan, S. (2020), "Antecedents and consequence of brand management: empirical study of Apple’s brand product", Journal of Asia Business Studies, Vol. 14 No. 3, pp. 307-322. https://doi.org/10.1108/JABS-01-2019-0030