Paper Title :The Impact of Social Currency Towards Brand Equity in Millenial Generation

Author :Juniwati, Se, MP, Leo Rizky Djoanda. Sm

Article Citation :Juniwati ,Se ,MP ,Leo Rizky Djoanda. Sm , (2020 ) " The Impact of Social Currency Towards Brand Equity in Millenial Generation " , International Journal of Management and Applied Science (IJMAS) , pp. 32-35, Volume-6,Issue-1

Abstract : Social Currency explain the behavior of consumers who carry brands in the social interactions of their daily lives, so that brands become closer to consumers. This can increase added value for products that are a function of brand equity. This study aims to analyze the effect of social benchmarks on brand equity, a study conducted on Dota 2 gamers categorized in millennial generation. The analytical method used is Simple Linear Regression. The test results state that Social Currency have a significant and positive effect on brand equity. Keyword - Social Currency , Brand Equity

Type : Research paper

Published : Volume-6,Issue-1

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