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Brand auditing and the development of the brand salience management model of the Statistics Study Program

Author

Listed:
  • Deddy A. Suhardi

    (Open University of Indonesia)

  • Adhi Susilo

    (Open University of Indonesia)

  • Sony Heru Priyanto

    (Universitas Agung Podomoro)

  • Antonius Surya Abdi

    (Satya Wacana Christian University)

Abstract

This research contains a novelty in producing a study program brand audit method and developing a brand salience development model in higher education, which has not been widely discussed. A quantitative-explanative research method was used in this study by collecting online survey data on the potential market for the Statistics Study Program with a total of around 1000 people from all over Indonesia, which is related to the understanding, association, perception, experience, brand equity, and consumer brand salience towards the Statistics Study Program. The data were analyzed using structural equation modeling (SEM). The results obtained are the formulation of a brand audit model and a salience brand management model for the Universitas Terbuka Statistics Study Program.

Suggested Citation

  • Deddy A. Suhardi & Adhi Susilo & Sony Heru Priyanto & Antonius Surya Abdi, 2022. "Brand auditing and the development of the brand salience management model of the Statistics Study Program," Journal of Innovation and Entrepreneurship, Springer, vol. 11(1), pages 1-23, December.
    • Handle: RePEc:spr:joiaen:v:11:y:2022:i:1:d:10.1186_s13731-022-00215-6
    DOI: 10.1186/s13731-022-00215-6
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    References listed on IDEAS

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    1. Klaus G. Grunert, 2005. "Food quality and safety: consumer perception and demand," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(3), pages 369-391, September.
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