Consumer’s Brand Value Perspective of HUAWEI Watch Fit on Tik Tok Application as a Marketing Communication Tool

Abstract

The objective of this research was to study brand value of HUAWEI Watch Fit through the Tik Tok Application as a marketing communication tool in the consumer’s perspective. This was quantitative research using a questionnaire as a tool for data collection from 400 target samples. The results found that the samples exposed to “Move with HUAWEI Watch Fit” video campaign on Tik Tok application the most. However, data relating to Brand Value of HUAWEI Watch Fit through Tik Tok Application as a marketing communication showed that each aspect of the samples’s overall opinion toward brand value of HUAWEI Watch Fit through Tik Tok Application was at high level while their opinion toward brand value after the campaign participation was at highest level in terms of brand awareness, perceived quality and brand associations.

Keywords

• brand communication
• brand value
• tik tok application