Title: The brand image model in digital media industry

Authors: Sukardi Silalahi; Popy Rufaidah; Ernie Tisnawati Sule; Umi Kaltum

Addresses: Faculty of Economics and Business, Universitas Padjadjaran, Jl. Dipati Ukur No. 46, Bandung 40132, Indonesia ' Faculty of Economics and Business, Universitas Padjadjaran, Jl. Dipati Ukur No. 46, Bandung 40132, Indonesia ' Faculty of Economics and Business, Universitas Padjadjaran, Jl. Dipati Ukur No. 46, Bandung 40132, Indonesia ' Faculty of Economics and Business, Universitas Padjadjaran, Jl. Dipati Ukur No. 46, Bandung 40132, Indonesia

Abstract: The concept of brand image has been a long-time topic of discussion as a significant factor in marketing interest. However, the amount of research on marketing process in telecommunication industry is still limited; therefore it is necessary to conduct research on this topic. The present research aims to fill the gap of this underrated topic. It proposes a brand image model to be examined as a measurement scale employing 212 active digital customers spread across five broadband cities. The model is examined using exploratory factor analysis, confirmatory factor analysis, and the SEM model to analyse the data. The findings indicate that brand associations, brand identity, brand personality, brand attitude, brand behaviour, brand benefit, brand competence, and brand dynamism are considered as determining factors of brand image.

Keywords: brand associations; brand identity; brand personality; brand attitude; brand behaviour; brand benefit; brand competence; brand dynamism.

DOI: 10.1504/JGBA.2019.100766

Journal for Global Business Advancement, 2019 Vol.12 No.2, pp.276 - 297

Received: 27 Apr 2019
Accepted: 27 Apr 2019
Published online: 17 Jul 2019 *

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