Brand Experience Model in Creating Brand Equity of a Packaged Tea

Abstract

The purpose of this research to examine the effects of brand experience and brand personality on the brand equity of Teh Botol Sosro. To this end, this research was carried out using a descriptive and verification approach involving 191 respondents selected using a proportionate stratified random sampling technique. Data analysis was performed using a path analysis by means of SPSS V20. The results show that brand experience had a significant positive effect on brand personality, brand personality had a significant positive effect on brand equity, and brand experience had a significant positive effect on brand equity. The findings lead to the conclusion that good brand experience would create a good brand personality and eventually create strong brand equity.