Relationship between Consumer Perception Process and Brand Equity : A Case Study of Sustainability Marketing of Café Amazon Coffee Stores
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Abstract
The Café Amazon coffee stores had successfully launched sustainability marketing through bio cups and upcycling or so called “circular living” concept to the market. The objectives of this research were to study consumer perception process towards sustainability marketing of Café Amazon coffee stores. Besides, brand equity of Café Amazon coffee stores was measured to check and analyze the relationship between consumer perception process and brand equity. Quantitative research consisting of 500 samples were employed by using convenience sampling method. The results showed that consumer perception process towards sustainability marketing of Café Amazon coffee stores was in high level from every factor. Additionally, brand equity of Café Amazon coffee stores was in high level from every measure, especially market behavior measures, which were evaluated in highest level from the leadership status in the market. From the hypothesis testing, result revealed that there was a strong relationship between consumer perception process and brand equity of Café Amazon coffee stores. It was recommended that Café Amazon coffee stores should enhance brand equity through loyal customers’ engagement in idea generation to turn waste to use for sustaining and gaining better future.
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