Music Artist Brand Equity, Product Brand Equity and Consumer Behavior
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Abstract
This survey study is aimed to investigate: 1) music artist brand equity, product brand equity and consumer behavior (that is, perceived brand image, attitudes toward the brand, brand engagement and purchase intention), and 2) influences of music artist brand equity and product brand equity on consumer behavior. Using a quantitative research, questionnaires were used to collect online data from 415 samples, aged between 20 and 30 years old. They were classified into 201 samples, who have followed The Toys’ Facebook fanpages, and 214 samples, who have followed Nont Tanont’ Facebook fanpages. The findings showed that music artist brand equity, product brand equity and consumer behavior of those who have followed The Toys and Nont Tanont Facebook fanpages were significantly different. Music artist brand equity played the most important role on followers' perceived brand image, attitudes toward the brand and brand engagement for The Toys, and was influential on followers' purchase intention for both The Toys and Nont Tanont Facebook fanpages. In addition, product brand equity played the key role on perceived brand image, attitudes toward the brand, brand engagement and purchase intention for both Wall's and Nestle brands. Besides, it was also found that trust was the most important dimension of that music artist brand equity influencing on followers' behavior for The Toys, and commitment was the most important dimension influencing on followers' behavior for Nont Tanont. In addition, the brand loyalty dimension played the key role for product brand equity to influence on consumer behavior for Wall's brands, and the brand awareness and brand associations dimension of product brand equity mostly influenced on Nestle brands.
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