Consumer's Brand Value Perspective of HUAWEI Watch Fit on Tik Tok Application as a Marketing Communication Tool

Abstract

            The objective of the research is to study brand value of HUAWEI Watch Fit through Tik Tok Application as a marketing communication tool in the consumer's perspective which is a quantitative research using quesionaire as a tool for data collection from 400 target samples. The results found that the samples exposed to “Move with HUAWEI Watch Fit” video campaign on Tik Tok application the most. However, data relating to Brand Value of HUAWEI Watch Fit through Tik Tok Application as a marketing communication showed that each aspect of the samples's overall opinion toward  brand value of HUAWEI Watch Fit through Tik Tok Application was at high level while their opinion toward  brand value after the campaign participation was at highest level in term of brand awareness, perceived quality and brand associations, repectively.