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Enhancing Brand Image in the Digital Era: Evidence from Small and Medium-sized Enterprises (SMEs) in Indonesia

Enhancing Brand Image in the Digital Era: Evidence from Small and Medium-sized Enterprises (SMEs) in Indonesia


This study aims to validate the essential antecedents of brand image enhancement in the digital era, based on a schematic theory. This study involved 400 respondents from four capital cities in Java, Indonesia, which comprise Surabaya, Jakarta, Bandung, and Yogyakarta, based on a quota sampling technique. The findings indicate that the quality of websites and social media sites may have no direct effects on brand image; any effects are transmitted through a serial mediation of brand awareness and E-WOM. Explicitly, the effect of a website’s quality on brand image is fully mediated, while social media’s quality effect on brand image is partially mediated through brand awareness and E-WOM. This study extends the current literature related to SMEs’ brand image. Also, this study offers practical recommendations for several stakeholders interested in empowering SMEs, including the government, entrepreneurship-based universities, and the SMEs themselves, who are all seeking strategies to enhance brand image while utilizing digital platforms such as social media and websites.


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Detail Information

Bagian Informasi
Pernyataan Tanggungjawab -
Pengarang Tatik - Suryani, Abu Amar Fauzi, Mochamad Nurhadi - Personal Name
Edisi Publish
No. Panggil 808.20
Subyek Tatik - Suryani, Abu Amar Fauzi, Mochamad Nurhadi
Klasifikasi 808
Judul Seri
GMD Text
Bahasa English
Penerbit Gadjah Mada International Journal of Business
Tahun Terbit 2021
Tempat Terbit Indonesia
Deskripsi Fisik -
Info Detil Spesifik Gadjah Mada International Journal of Business,


Citation

. (2021).Enhancing Brand Image in the Digital Era: Evidence from Small and Medium-sized Enterprises (SMEs) in Indonesia.(Electronic Thesis or Dissertation). Retrieved from https://localhost/etd

 



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