The Influence of Brand Personality Dimension on Brand Equity
P. Dewi Dirgantari, M. Permatasari, L. Adiwibowo & H. Mulyadi

Universitas Pendidikan Indonesia

Abstract

This study aims to obtain the findings of the influence of brand personality dimension to brand equity. The type of research used is descriptive and verificative. The method used is explanatory survey with sample technique of Tabachnick and Fidell counted 98 respondents. The results of this study indicate that companies in the cosmetic industry should increase aggressiveness in brand personality to improve brand equity.

Keywords: Brand Personality, Brand Equity

Topic: Marketing Management