Please take a moment to complete this survey below
Library's collection Library's IT development CancelIn this era of advance internet technology, it raised question whether internet
can also do an effective brand building to create a strong brand, measured by Brand
Equity. This function of internet as brand builder is called i-Branding. Otherwise,
customers become more selective and less loyal, therefore, it is important for firms
to acknowledge the value of their customers. This customer-centric era brings a new
paradigm to value customer as asset, called Customer Equity. This research offers
i-Branding as powerful tool in enhancing customer equity, focusing on Cafe
Industry. Starbucks is chosen as case study since it has the best i-Branding activities
through its social media, website, intranet, and e-mail marketing. This research will
see the relationship between i-Branding and customer equity, through brand equity
and compare with the purchase intention as the additional mediating factor.
Customer equity is measured by Customer Lifetime Value. Simple random
sampling was applied to collect the 160 samples. Structural Equation Modelling is
the methodology of this research, with Confirmatory Factor Analysis as the
measurement model. Results indicated that i-Branding cannot significantly increase
customer equity. I-Branding is proven only increase brand equity and purchase intention.