Hubungan Ekuitas Merek Dan Kinerja Perusahaan:Sebuah Telaah Kritis Artikel Kim dan Kim (2004)

Abstract

This study aims to analyze the relationship between customer-based brand equity and company performance based on a scientific article entitled "Measuring customer-based restaurant brand equity -investigating the relationship between brand equity and firms' performance" written by Kim and Kim (2004), and published in the journal Cornell Hotel and Restaurant Administration Quarterly, Vol. 45 Issue 2, pp. 115-131. Critical review is addressed both on the theory aspects and method. This study also describes the trends of previous researches on brand equity in Indonesia, including those related to fast food. This study is expected to be able to explain in more detail the comparison of findings of Kim and Kim (2004) in Korea, and those in Indonesia by Putri, et al. (2015), and Lupani and Jorie(2015). The findings of Putri, et al. (2015) are similar to those of Kim and Kim (2004) in which KFC brand equity ranked second highest after McDonald's in Korea. Korean consumers are more loyal to KFC restaurants than Indonesian consumers. So, Indonesian consumers are more likely to switch to other brands. Furthermore, the findings of Lupani dan Jorie (2015) are different from the ones of Kim dan Kim (2004). Lupani dan Jorie (2015) states that the perception of restaurant quality received the highest rating, whereas the opposite phenomenon is shown by Kim and Kim (2004).

Keywords

• Customer-Based Brand Equity
• Performance
• Korea
• Indonesia
• Literature Review