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AbstractPurpose -The purpose of this paper is to explore the effect of the image of country of origin (COO) and word of mouth (WOM) toward brand equity (BE). Design/methodology/approach -Questionnaire was deployed to collect data. Prior to data collection, validity, and reliability tests were performed. Valid and reliable questionnaire was distributed to car customer in Jabodetabek region. It was succeeded to distribute 389 questionnaires and completely filled up by respondents. Structural equation modeling further was deployed to analyze the data. Findings -COO and WOM significantly influence BE indirectly thorough BE dimensions. WOM exhibited stronger influence toward BE. The influence of COO and WOM toward BE dimension was also investigated. WOM showed stronger influence toward BE dimension, in descending order are brand loyalty (BL), brand association (BAS), perceived quality (PQ), and brand awareness (BA). COO showed weaker influence and different order, in descending order are BA, PQ, BL, and BAS. Originality/value -Role of WOM in marketing has been extensively discussed by researchers. It is generally acknowledged playing a considerable role in influencing and forming consumer attitudes and behavioral intentions. However, up to this date role of WOM on BE has not been explicitly studied by researchers. COO in another hand has been related to BE although in a limited references. Those studies were performed outside of Indonesian consumer. Up to this date study of COO of Indonesian consumer behavior remains unaccounted.
The objective of the study was to develop mobile cell phones characteristics based on consumer perceived quality. For this purpose, questionnaire was used as a research instrument. Questionnaires were distributed to 390 mobile cell phones consumers and all were valid to be proceeded to data analyses. Quality function deployment was used to analyse the data. Research findings showed that product characteristics to be developed in order to be success in competition in descending order of importance were the application, the capability of processor, hand anthropometry, batteries, image density, shape, keypad size, navigation buttons, internal memory, data packet technology, MP3 facilities, external memory, screen size, structures material, antivirus, warranty, data exchange device, a gap, and the page on short message service. Other factors should be taken into consideration were increasing trading partners (retailing or agent) and outlets, improving labours, and post purchase warranty.
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