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According to Kabue (2016), reliability is the extent to which a tool of discovery yields consistent results or data. Analysis of the quality of being trustworthy or of performing consistently well. is referred to as reliability analysis. Evaluation of reliability analysis is measured by the ratio of systemic variability in a scale, that can be…

Questionnaires are utilized in this research to gather information and it becomes an integral part of the operation. Questionnaires that are well structured and include the five points of the Likert scale and the nominal scale of the collection of data are utilized to obtain the important information the study needs. To assess attitudes explicitly…

Data is a formalized representation of facts, concepts or instructions that can be communicated, interpreted or processed by humans or by automatic means, Hicks [1993: 668]. Data are information or statistics from which it is possible to draw hypotheses. There must be a process of collecting and sorting data before one can show and analyze…

Probability Sampling A sampling of probability implies that each element in the population has the same probability of doing well in the sample. One approach to accomplish random sampling would be to create a sampling frame initially and then utilize a generation of random number software program to extract a sample from the sampling frame…

Although the collection of data from all contexts is challenging for research, a sample must be chosen. The whole set of cases from which the sample of the researcher is taken is called the population. Because researchers do not have the time or resources to evaluate the population as a whole, they use sampling techniques…

In the competitive modern world, the brand is a powerful tool to support upgrading values to services or products and it is also one of the company’s most valuable assets. To promote the sale of any brand, marketing mix elements are becoming necessary. Aaker (1991) stated that marketing is a major way of creating five-dimensional…

Two principal perspectives have been taken by academics to study brand equity – financial and customer base. The first perspective of brand equity is from the financial market where the value of the asset of a brand is evaluated (Farquhar et al. 1991, Simon and Sullivan 1990). Customer-based brand equity assesses the reaction of the…

Young Bum Kwon (2013) mentioned the definitions of brand equity based on employees and employee-based brand equity are similar to customer-based brand equality because they have come from the innate nature of the brand. Employee-based brand equity is described from the employee and is based on the differential impact that unique combination of brand awareness…

In existence literature on brand, equity has met at a single point on the perspective of cognitive psychology (Christodoulides and de Chernatony, 2010) identified as consumer-based brand equity. The customer-based approach to brand equity is the perspective that has influence or power over others. If a brand has no meaning or value to the customers,…

Based on the financial perspective, brand equity in the 1980s was seen as a tool that gave managers guidance on how to know brand improvement. In this point of view, stock prices or brand replacement were the focus of the measures (Myers, 2003). According to Simon and Sullivan (1993), brand equity is described as “the…

In the 1980s, the brand equity concept was first presented in the marketing literature. This topic received considerable attention in the 1990s from both scientists and marketing practice, resulting in a large number of articles and books on the topic. (e.g. Aaker and Keller, 1990; Aaker and Biel, 1993; Agarwal and Rao, 1996; Kapferer, 1998,…

The service marketing mix is also referred to as the extended marketing mix and Is an essential part of the blueprint design of the service. Compared to the 4 Ps of a product marketing mix, the service marketing mix consists of 7 Ps. The service marketing mix simply said considers the service as a product…

Service is primarily intangible product transfer, without transferring ownership of this type of product, the benefit from one group to another. (Kotler et al., 2005). Service marketing is often stated to be comparatively challenging due to the unique features of the service and the dominance of experience and credential qualities compared to the traditional marketing…

The marketing mix is based on the microeconomic theory’s single P (price) (Chong, 2003). McCarthy (1964) provided the “marketing mix” which is often called the “4Ps”, as a way of executing marketing planning (Bennett, 1997). The marketing mix is not a theory of science, but it is simply a conceptual framework that describes the main…

Marketing mix indicates the strategies for creating and carrying out exchanges and reaching the target markets for the product distribution promotion and priceThe marketing mix is a collection of important variables and solutions that allow consumers to meet (national) requirements and meet the company’s objectives. (Pruskus (2015)). Marketing is a complicated array of marketing mix…