THE EFFECT OF FIVE SUPPORTING VARIABLES IN MEASURING THE EQUITY BRAND AT DISTRIBUTION BABY PRODUCTS CUSSONS

Abstract

The objective of this research was to analyze brand equity of cussons baby products from
perspective of the customer was measured from following dimensions : attitudinal loyalty,
behavioral loyalty, brand awareness, brand associations and perceived quality.
Data was collected from161 respondent that meet the qualifications. From data collected,
then by using descriptive statistic method, linear regression model
Analysis shows that attitudinal loyalty, behavioral loyalty, brand awareness, brand
associations and perceived quality were significantly affecting brand equity of Cussons’s
baby products. These variables (attitudinal loyalty, behavioral loyalty, brand awareness,
brand associations and perceived quality) were positively affecting the brand equity, which
means that increasing these variables will also increase brand equity.